Abstract:

Abstract Today's market uses many products which are presented with a similar technology, similar service, price and quality. Most of the companies, who want to differentiate themselves and their products, use "cause related marketing" known as Corporate Social Responsibility (CSR) campaigns as a tool for increasing the company's image, brand awareness and customer loyalty. Thus, for the companies "Cause Related Marketing" have has become a way of expressing themselves as socially responsible. In this study, I will scrutinize how Cause Related Marketing applications are used by the companies as a tool of marketing communication and how they are perceived by consumers. In the theoretical part of the study, the conceptual framework of the "Cause Related Marketing" and its application method are discussed and in the application part of the study the survey which was made by hospital staff is assessed. Key Words: "Cause Related Marketing", "Corporate Social Responsibility", "Social Responsibility"

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