Northern Kentucky University

Poster Title

Consumer Beverage Products and Partnerships with Charitable Organizations

Institution

Northern Kentucky University

Abstract

For years, consumer product companies have struggled with the task of developing productive and meaningful Corporate Social Responsibility (CSR) partnerships. These companies have long been trying to figure out the perfect partnership between them and a charitable organization. The task of choosing the correct charity that matches the company's values, attitudes, and goals has remained difficult, with several companies experiencing positive gains, and others suffering from ill-fated partnerships. One industry that demonstrates this issue is the consumer beverage industry. Whether it's a soda company's partnership with a health organization, or a sports drink's partnership with an athletic team, this industry provides the perfect scenario for various charitable partnerships. The general purpose of this study was to identify the impact of brand and charity collaborations in consumer beverage products. The study aimed to measure the perceived value of a brand based on the brand's partnership with various forms or charitable organizations. This study aimed to measure the consumer perceptions of various purported causes related to marketing partnerships between a fictional bottled water company and a charitable organization and do the same for a fictional tea company. The study measured participant’s general attitudes about charitable organizations and their effectiveness. The results of this study will be used to suggest and recommend the most beneficial partnerships for companies to engage in, based on consumer perception of values, attitudes, and emotions evoked by the purported partnerships.

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Consumer Beverage Products and Partnerships with Charitable Organizations

For years, consumer product companies have struggled with the task of developing productive and meaningful Corporate Social Responsibility (CSR) partnerships. These companies have long been trying to figure out the perfect partnership between them and a charitable organization. The task of choosing the correct charity that matches the company's values, attitudes, and goals has remained difficult, with several companies experiencing positive gains, and others suffering from ill-fated partnerships. One industry that demonstrates this issue is the consumer beverage industry. Whether it's a soda company's partnership with a health organization, or a sports drink's partnership with an athletic team, this industry provides the perfect scenario for various charitable partnerships. The general purpose of this study was to identify the impact of brand and charity collaborations in consumer beverage products. The study aimed to measure the perceived value of a brand based on the brand's partnership with various forms or charitable organizations. This study aimed to measure the consumer perceptions of various purported causes related to marketing partnerships between a fictional bottled water company and a charitable organization and do the same for a fictional tea company. The study measured participant’s general attitudes about charitable organizations and their effectiveness. The results of this study will be used to suggest and recommend the most beneficial partnerships for companies to engage in, based on consumer perception of values, attitudes, and emotions evoked by the purported partnerships.