The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior
ISBN:
978-3-8349-3240-2
Auflage:
2012
Verlag:
Betriebswirtschaftlicher Verlag Gabler
Land des Verlags:
Deutschland
Erscheinungsdatum:
14.11.2011
Reihe:
Applied Marketing Science / Angewandte Marketingforschung
Format:
Softcover
Seitenanzahl:
176
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Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. Especially against the background of an increased marketing accountability, Denise Steckstor develops a comprehensive model of Cause-Related Marketing determinants and customer attitudes as well as behavior and validates it on the basis of a quasi-experimental field study. She shows that Cause-Related Marketing programs can, additionally to generating donations for the not-for-profit partner, contribute to achieving central marketing goals. Based on her findings, she provides an overview for marketing managers on how to effectively design and manage Cause-Related Marketing programs.
Der Einsatz von Social Media Walls zur Kundeninspiration am Beispiel der Tourismusbranche
Erscheinungsjahr:
2024