CORPORATE IDENTITY AND THE PROBLEM OF SOCIAL CAUSE CHOICE IN CAUSE RELATED MARKETING (Tozsamosc marki korporacyjnej a wybór idei w marketingu zaangazowanym spolecznie)

In the last few years corporate social responsibility (CSR) problems gain increasing attention among scientists and managers. One of the CSR areas is Cause Related Marketing (CRM), in which a consumer gets involved in supporting a particular social cause by purchasing a good or service. The choice of a social cause made by a company should be a matter of thoughtful consideration, because company's behavior (including CSR and CRM) is the component of a corporate identity mix. In literature we can find studies concerning fit between a company and a social cause. In this article the authoress develops a research methodology concerning the problem of company's choice of a particular social cause.