A study on cause related marketing in Singapore

• Main Authors: Yeep, Lin Ying, Zeng, Belinda Minqi
• Other Authors: Krishna Udayasankar
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/48341
• Institution: Nanyang Technological University

An increasing number of companies are adopting Cause-related marketing (CRM) campaigns in pursuit of the benefits that CRM can bring about – higher revenue from higher brand awareness, improved brand image, increased brand preference and many more. A major concern for companies joining the bandwagon...