Packaging y marketing con causa. ¿Seguimos comunicando de manera inadecuada?
Keywords:
Advertising, Cause-Related Marketing, Non-profit Organizations, Labels, Image
Abstract
In 2007, in an article published by this journal, we affirmed that the information appeared in foodstuffs’ labels that have participated in cause-related marketing programs was insufficient and was not negotiated in an adequate manner, especially concerning packaging, damaging the image of the companies in charge of them. Three years later, we have done a similar study with the aim to compare if the information appeared in foodstuffs’ labels that have participated in cause-related marketing programs have either improved or modify.Downloads
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Published
2011-04-05
How to Cite
Sorribas Morales C. . y SABATÉ LÓPEZ J. . (2011). Packaging y marketing con causa. ¿Seguimos comunicando de manera inadecuada?. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 4(2), 215-232. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU1010220215A
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