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 de...
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| Format: | eBook |
| Language: | English |
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Wiesbaden
Gabler Verlag
2012, 2012
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| Edition: | 1st ed. 2012 |
| Series: | Applied Marketing Science / Angewandte Marketingforschung
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| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
| Summary: | 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 |
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| Physical Description: | XVI, 176 p. 11 illus online resource |
| ISBN: | 9783834970787 |