Cause Related Marketing – A tool used for maintaining or improving consumer’s brand loyalty
Cause Related Marketing – A tool used for maintaining or improving consumer’s brand loyalty

Summary/Abstract: Cause Related Marketing, a relatively new concept born around the ‗90s, starts to manifest also in Romania, being increasingly used by companies. To present date, despite its novelty, there are several studies addressing the concept of CRM in terms of benefits for the company and for society.The main objectives of this article are: observing the behaviour of young consumers towards the products covered by humanitarian causes related campaigns and researching the natural link between this kind of behavior and brand loyalty

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