Evaluation of Social Responsibility Campaigns in terms of Brand Awareness: The Case of Cumhuriyet University

The consumers of today care not only for themselves but also the community and the environment in which they are living. Realizing this tendency, the organizations came with the idea of making campaigns about the problems in the community or about disadvantaged people. Thanks to the campaigns, the organization get the chance to create brand awareness on the consumers. The aim of this study is to get the opinions of young consumers about the social responsibility campaigns and find out whether these campaigns create brand awareness on these young consumers or not. In this study, as a method, quantitative method and as a technique, survey is used. At the end of the study, it is found that the social responsibilty campaigns have little effect both on brand awarenesss and purchase decision of Cumhuriyet University students