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.

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.

Product details

• Authors: Denise Steckstor
• Publisher: Gabler
• Languages: English
• Product format: Paperback / Softback
• Released: 01.11.2011
• EAN: 9783834932402
• ISBN: 978-3-8349-3240-2
• No. of pages: 176
• Dimensions: 150 mm x 210 mm x 12 mm
• Weight: 262 g
• Illustrations: XVI, 176 p. 11 illus.
• Series: Applied Marketing Science / Angewandte Marketingforschung; Gabler Research; Research; Appied Marketing Science/Angewandte Marketingforschung; Applied Marketing Science / Angewandte Marketingforschung; Applied Marketing Science/Angewandte Marketingforschung; Gabler Research; Research
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, C, Market research, NN, Business and Management, Management science