Pedro Cuesta Valiño

El marketing y las organizaciones no lucrativas: El marketing con causa (MCC)

ResumenEl Marketing es una disciplina que tradicionalmente se ha circunscrito al campo empresarial y a las transacciones de naturaleza económica. A partir de los aóos setenta, el marketing también ha sido aplicado por organizaciones distintas de las empresas, como las entidades públicas y las organizaciones no lucrativas. Pero desde la última dúcada, las organizaciones no lucrativas, además de aplicar el marketing para conseguir sus objetivos, se están viendo involucradas con el denominado marketing con causa, esto es, en la colaboración con empresas privadas. Esta nueva actividad de colaboración entre las organizaciones no lucrativas, fundamentalmente organizaciones no gubernamentales, con las empresas, está siendo bastante polámica, especialmente a partir de algunas campaáas realizadas de gran difusión en los medios de comunicación. En esta situación de polómica, el marketing con causa tiene defensores y detractores, no sól en la sociedad en general, sino también dentro de las propias organizaciones no lucrativas.AbstractMarketing is a discipline which has been traditionally assigned to the business world and to the transactions of economic nature. Since the 1970s, marketing has also been applied by organizations different from businesses, such as public institutions and non profit organizations. Since the last decade, non profit organizations, apart from applying marketing to reach their targets, are involved in the so called cause related marketing, that is, the cooperation with private businesses. This new cooperative activity between non profit organizations, mainly non governmental organizations, with businesses, is becoming troublesome, speacially after some spreading campaigns in the media. In this controversial situation, cause related marketing has both supporters and critics both in the society and within the non profit organizations themselves.

The effects of corporate social responsibility on customer-based brand equity: Spanish hypermarket case

AbstractHypermarkets have experienced substantial restructuring in the recent past because their situation has generated the necessity to develop new models that include different new aspects. The question under consideration here is whether the adoption of measures of corporate social responsibility (C.S.R.) by hypermarkets in Spanish markets can solve their continuing problems by establishing a fair degree of consumer-based brand equity. The purpose of the present study is twofold: (a) to investigate the effects of C.S.R. on hypermarket brand equity; and (b) to explore the dimensions of both these variables by using and testing property scales. As such, it is necessary to consider the possibility of integrating the management of C.S.R. into the global strategy of hypermarkets and to analyse its possible effects on the variables that influence consumer-based brand equity. It may be interesting to dedicate resources and efforts to strengthening hypermarkets’ links with their consumers.Abstract Hypermarkets have experienced substantial restructuring in the recent past because their situation has generated the necessity to develop new models that include different new aspects. The question under consideration here is whether the adoption of measures of corporate social responsibility (C.S.R.) by hypermarkets in Spanish markets can solve their continuing problems by establishing a fair degree of consumer-based brand equity. The purpose of the present study is twofold: (a) to investigate the effects of C.S.R. on hypermarket brand equity; and (b) to explore the dimensions of both these variables by using and testing property scales. As such, it is necessary to consider the possibility of integrating the management of C.S.R. into the global strategy of hypermarkets and to analyse its possible effects on the variables that influence consumer-based brand equity. It may be interesting to dedicate resources and efforts to strengthening hypermarkets’ links with their consumers.