Keywords
social responsibility
internal customers
brand equity
customer skepticism.
How to Cite
Abstract
Research is lacking concerning the perspectives professional accountants and the administrative staffs working for a global firm strongly involved in social causes have concerning cause-related (CRM). This paper discusses internal customers‘ (employees) feelings towards cause-related marketing activities sponsored by their employer at an important accounting firm located in Puerto Rico. The results show that internal customers strongly favor the firms‘ involvement in cause-related activities and that such activities not only increases the public perception of the firm, but in addition, the way the firm is perceived as an employer, by both the business and non-business communities. The main driving force supporting internal customers responses appear to be an increased awareness of worthy causes throughout our society, as well as employees urge in making significant contributions to their surrounding environment or community of which they are also part of.By submitting a contribution to consideration of the Editorial Board of Fórum Empresarial, the authors attest that it is an original, unpublished work, which has not been nor will be simultaneously submitted to another journal for consideration and publication; that they are responsible for the work carried out and the content of the article; and they have the corresponding copyrights.
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