The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior
(Sprache: Englisch)
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...
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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.
Bibliographische Angaben
- Autor: Denise Steckstor
- 2011, XVI, 176 Seiten, Maße: 14,8 x 21 cm, Kartoniert (TB), Englisch
- Verlag: Gabler
- ISBN-10: 383493240X
- ISBN-13: 9783834932402
- Erscheinungsdatum: 18.11.2011
Sprache:
Englisch
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