Cause Related Marketing: A substitute for direct donations?

Johannes Sebastian Siebert was born in Penzberg, Germany in 1984. After his apprentice ship as a sales man he started to study Business & Management at the University of Applied Science in Kufstein, Austria in 2010. He obtained his masters degree 2010 in the field of Business & Management with the grade Merit at the Aston Business School in Birmingham, United Kingdom. After his intense travels throughout South America, Central- and South East Asia he discovered that many European brands support causes in the developing countries he has visited.This triggered his interest in the potential of Cause Related Marketing as a tool of to improve the customer’s perception of a corporate brand.Finally, the lack of literature and studies in this new and partially unexplored niche of marketing triggered his wish to contribute to the topic.His study got awarded with the grade ’Distinction’.