The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior
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.
| Autor: | Steckstor, Denise |
|---|---|
| EAN: | 9783834932402 |
| Sprache: | Englisch |
| Seitenzahl: | 176 |
| Produktart: | kartoniert, broschiert |
| Verlag: | Gabler Gabler Verlag |
| Veröffentlichungsdatum: | 18.11.2011 |
| Schlagworte: | Cause Related Marketing (CRM) Verbraucherverhalten |
| Größe: | 12 × 150 × 210 |
| Gewicht: | 262 g |
