Thesis (Ph.D.)--Ohio University, August, 2005. / Title from PDF t.p. Includes bibliographical references (p. 188-196)

Millennials make up the largest generation to date and are highly involved in the support of social causes. Due to their philanthropic interests, Millennials have recently become the target of cause-marketing campaigns. Two studies utilizing focus groups were conducted with 70 college students in order to study the Millennial generation's perception of cause-related marketing campaigns. Study 1 focused on Millennials' general perceptions of cause-related marketing. Study 2 examined the Symbiotic Sustainability Model by focusing on Millennials' perceptions of partner number and relationships of a specific NGO (non-governmental organization), Susan G. Komen for the Cure. Focus group data from both studies indicated that Millennials were very familiar with cause-related marketing campaigns and see the marketing on a daily basis. Participants noted that donation amounts, donation methods, partner congruency, and transparency were all important factors in evaluating cause-related marketing campaigns. The participants were optimistic about cause-related marketing in theory. but were resentful of corporations and sympathetic of NGOs in the examples that they gave. Susan G. Komen for the Cure was seen negatively because they were perceived as monopolizing and dominating the cause market. Participants also believed that pink ribbon breast cancer marketing was too common and had negative effects on pink cause-related marketing campaigns.

No description available.

Utilizing a mixed methods approach in assessing cities and metropolitan areas with the highest rates of breast cancer disparities in African-American communities, this study presents the Affiliate perspective of the Susan G. Komen non-profit organization in combination with available socioeconomic data and academic literature. Analyzed through an anthropological lens, qualitative and quantitative data illuminate the lived experiences and dynamic circumstances in which breast cancer disparities are disproportionately experienced in 21 of the nation’s populations of African-Americans. Two main recommendations arose from this research: prioritization of granting to activities such as patient navigation, usage of patient narrative messaging, community-based participatory research methods of program development and implementation, mobile mammography delivery, usage of lay health educators, and self-advocacy education to alleviate barriers to healthcare and supplementation of the current educational activities of the Komen Affiliates through program sharing and leverage of current assets with consideration of current Affiliate capacity. These recommendations may help in alleviating breast cancer disparities present in African-American communities with the highest levels of disparities in the nation.