The Impact of Cause-Related Marketing on purchase decisions in the fashion industry amongst the youth in Ireland

-, Renata (2022) The Impact of Cause-Related Marketing on purchase decisions in the fashion industry amongst the youth in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

Cause-related marketing (CRM) combines promotion, financing, and publicity; nevertheless, the consumer's attraction factors include the type of issue, its relevance, and information about the cause. These factors may affect consumer purchase decisions (Suter et al., 2015). Consumers will buy brands that consider the environment and society. CRM's importance in strengthening business image to foster long-term consumer attitude and cash flow has been established (Thomas et al., 2020).

The purpose of this dissertation is to go deeper into how CRM helps consumers of the fashion sector. The author has used evidence from the secondary data and a review of the existing literature to identify gaps in knowledge.

The research presented here fills in some of the gaps in the fashion sector's cause-related marketing (CRM). Additionally, shoppers' goals while making a purchase and whether or not this influences actual purchases. What role do consumers' social networks play in their decision-making processes, particularly in purchasing?

This study used a qualitative data gathering methodology and was conducted using a small sample size of semi-structured interviews as the primary data collection technique. Therefore, because of the nature of this technique, an inductive method was used to support this process, allowing the author to create what is relevant to the topic of CRM and extrapolate the data that can cover the research gaps within this study.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Hurley, Dave UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Tamara Malone
Date Deposited:	13 Apr 2023 16:14
Last Modified:	13 Apr 2023 16:14
URI:	https://norma.ncirl.ie/id/eprint/6451

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