World Social Marketing Conference 2025
Rainbow Cause related Marketing: Washing or not Washing
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
Loading…