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World Social Marketing Conference 2025

Rainbow Cause related Marketing: Washing or not Washing

Thursday, November 6, 2025 at 4:20 PM–4:30 PM CET add to calendar
Seminario 3 - Faculty of Economics
Programme Listing

It will be presented results that allows to understand the importance of commercial marketing to combat stereotypes related to LGBT community and also How to apply cause related marketing to LGBT community in order to build trust and positive consumer responses not only to the brand but also to the cause.

 

Presenters

Sandra Gomes, IPAM and CETRAD
Mafalda Nogueira, IPAM, CETRAD

Authors

Sandra Gomes, IPAM and CETRAD
Mafalda Nogueira, IPAM, CETRAD
Silvia Rodrigues, IPAM
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