The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior

Paperback Engels 2011 2012e druk 9783834932402
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

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.

Specificaties

ISBN13:9783834932402
Taal:Engels
Bindwijze:paperback
Aantal pagina's:176
Uitgever:Gabler Verlag
Druk:2012

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        The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior