Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil

• Ano de defesa: 2016
• Autor(a) principal: Basdereff, Donatella Françoise Nathalie
• Orientador(a): Prado Júnior, Sérvio Túlio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Palavras-chave em Português: Marketing para causas sociais (MCS); Empoderamento das mulheres; Empreendedorismo feminino; Desenvolvimento econômico; Estudo de caso de pesquisa
• Palavras-chave em Inglês: Cause-related marketing; Women empowerment; Women entrepreneurship; Economic development; Research case study
• Link de acesso: http://hdl.handle.net/10438/17758

Cause-related marketing may offer opportunities that can contribute to women’s empowerment while having a positive impact on companies leading such programs. This paper seeks to broaden the existing understanding of women empowerment and entrepreneurship by focusing on the less-studied contemporary phenomenon of women empowerment cause-related marketing. A case study analysis was used to assess two main areas of interest: (1) elements of empowerment social-cause marketing embedded in the program, and (2) individual perceptions of empowerment by participants. The paper revealed that in the case studied (1) this recent corporate practice is a win-win situation using traditional elements of both women empowerment and cause-related marketing practices and, (2) empowers participants mainly in psychological, economic, sociocultural and familial and interpersonal dimensions of their lives.