The role of corporate social responsibility campaign on the charitable behaviour of the society: case study of Coca–Cola company and Edhi Foundation in pakistani context

Authors

  • Hina Yaqub Bhatti Riphah International University
  • M. Mercedes Galán Ladero Universidad de Extremadura
  • Clementina Galera Casquet Universidad de Extremadura

Keywords:

CORPORATE SOCIAL RESPONSIBILITY CAMPAIGN, CHARITABLE BEHAVIOR

Abstract

Our research work is focused on the “Bottle of Change” campaign, which was launched by Coca-Cola Company Pakistan in 2017 with the collaboration of the Edhi Foundation. The main objective of this campaign was to collect donations for the Edhi Foundation every month of Ramazan. All over Pakistan’s people gave the positive response of the “Bottle of Change” campaign. Thus, this campaign has also been repeated in 2018 and 2019.

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Published

2020-04-08

How to Cite

Yaqub Bhatti, H., Galán Ladero, M. M., & Galera Casquet, C. (2020). The role of corporate social responsibility campaign on the charitable behaviour of the society: case study of Coca–Cola company and Edhi Foundation in pakistani context. Casos De Marketing Público Y No Lucrativo - Casos De Marketing Público E Não Lucrativo, 7, 55–62. Retrieved from https://casos-aimpn.org/index.php/casos/article/view/12

Issue

Vol. 7 (2020): MARKETING IN THE ERA OF THE COLLABORATIVE ECONOMY

Section

Territorial Marketing

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.