International Science Community Association Research Journal of Recent Sciences 2277 - 2502 1 10 2012 October 2 Modeling Romanian Consumers' Behaviour Case study: Cause-related Marketing Campaigns 27 32 EN Espinoza E. 1 Instituto de Investigaciones Metalurgicas, Universidad Michoacana de San Nicolas de Hidalgo, Ciudad Universitaria Edificio ”U”, Apartado Escudero R. 2 postal 888, C.P. 58000, Morelia, Michoacán, MÉXICO Tavera F.J. 3 PranavC. Atre 1 School of Mechanical and Building Sciences, VIT University, Vellore-632014, Tamilnadu, INDIA ThundilKaruppaRaj R. 2 Mehrdad Zarenejad 1 Department of Economic, Qaemshahr Branch, Islamic Azad University, Qaemshahr, IRAN Rodrigues L.L.R. 1 Department of Mechanical and Manufacturing Engineering, Manipal Institute of Technology, Manipal 576 104, Karnataka, INDIA Kantharaj A.N. 2 Department of Automobile and Aeronautical Engineering, Manipal Institute of Technology, Manipal 576 104, Karnataka, INDIA Kantharaj B. 3 Freitas W.R.C. 4 Murthy B.R.N. 5 Serban C. 1 Faculty of Marketing, The Bucharest University of Economic Studies, Bucharest, ROMANIA Iconaru C. 2 Macovei O.I. 3 Perju A. 4 > Research Paper 2012 8 13 2012 October 2 Although in other countries, cause-related marketing is a very familiar concept, in Romania, the existing literature shows that there is relatively poor understanding and little if any research or evidence as to its potential. Therefore, this study provides an empirical, valuable step, towards understanding cause-related marketing campaigns and their impact on stakeholders. The methodology included two analyses: one regarding the validity of the sample and, the second, regarding the impact generated on cause-related marketing campaigns. The results reveal that there is a significant relationship between cause-related marketing campaigns and the impact generated on the corporations, non-profit organizations and consumers. Results also confirm that it is more likely that a corporation will impact a cause-related marketing campaign rather than a non-profit organization. To conclude, this study offers a better understanding of the cause-related practices in Romania, their impact on consumers, as well as their contribution to the welfare of society. Copyright@ International Science Community Association