Various brands and projects that the Animal Rights Federation (abbreviated HAYTAP) has cooperated with within the scope of cause-based marketing practices of the non-governmental organization have been examined by content analysis. According to the research findings, it can be stated that a part of the revenues obtained from product sales in all projects realized are donated to HAYTAP to improve the living conditions of stray animals. Thanks to these projects, while HAYTAP provides in-kind and financial aid, it can be said that the non-governmental organization is more visible and increases the number of volunteers, and that brands both increase their product sales and help them to be perceived in a more positive way by the target audiences.
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