Cause Related Marketing The Influence Of The Fit Among Partners Brands And Cause
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Cause Related Marketing The Influence Of The Fit Among Partners Brands And Cause
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Author : Anna Lena Bischoff
language : en
Publisher: diplom.de
Release Date : 2014-03-14
Cause Related Marketing The Influence Of The Fit Among Partners Brands And Cause written by Anna Lena Bischoff and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-03-14 with Business & Economics categories.
The combination of efforts of Profit-Organizations and Non-Profit-Organizations to benefit from a collaboration has gained increased attention throughout the last couple of years. Events such as the BP oil leak in the Gulf of Mexico, the Enron scandal or the fraudulent participation of investment banks in the most recent financial crisis have fueled the discussion of ethical codes of conduct for corporations, their social responsibility in society and thus their social commitment. The contribution of business entities in social causes made them consider their possibilities to not only act socially responsible, but profitable at the same time. This called marketers to action, designing a new type of marketing, CRM, that would highlight a company’s willingness to do good, advance the company’s reputable image, enhance customer retention and increase sales.The aim of this study is the presentation of the current state of research on the impact of fit on the success of CRM. A further objective is the systematic elaboration of empirical studies to identify interactions on the fit and draw conclusions about possible effects on the success of CRM campaigns.
Dimensions And Effects Of Perceived Fit In Cause Related Marketing
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Author : Elisabeth Hassek-Eder
language : en
Publisher: Sudwestdeutscher Verlag Fur Hochschulschriften AG
Release Date : 2011-12
Dimensions And Effects Of Perceived Fit In Cause Related Marketing written by Elisabeth Hassek-Eder and has been published by Sudwestdeutscher Verlag Fur Hochschulschriften AG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-12 with categories.
Cause related marketing (CrM) appears to have become increasingly popular in recent years. One construct deemed central for the effectiveness of a CrM campaign is the fit that consumers perceive between the alliance partners. But which dimensions are relevant to the consumer perception of fit? And how does perceived fit influence consumer affinity towards both the nonprofit-organisation and the company involved in CrM? Based on a well-structured review of research into the construct of fit, Elisabeth Hassek-Eder develops a model of dimensions of fit potentially relevant in a CrM setting. This model is subsequently substantiated and refined in an empirical study and yields a number of dimensions of fit that for-profit companies and nonprofit-organisations can resort to when looking for a suitable CrM partner. Moreover, the author provides empirical evidence which suggests that perceived fit affects affinity towards both alliance partners differently: whereas for-profit companies and their brands stand to gain from high perceived fit, nonprofit-organisations appear to face a higher risk of losing esteem as a consequence of their CrM commitment.
Cause Related Marketing
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Author : Anna Lena Bischoff
language : en
Publisher: GRIN Verlag
Release Date : 2012-02
Cause Related Marketing written by Anna Lena Bischoff and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02 with Business & Economics categories.
Bachelor Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Hamburg (Lehrstuhl für BWL, insbesondere marktorientiertes Medienmanagement), course: Marketing, language: English, abstract: The combination of efforts of Profit-Organizations (POs) and Non-Profit-Organizations(NPOs) to benefit from a collaboration has gained increased attention throughout the last couple of years (Belch & Belch, 2004). Events such as the BP oil leak in the Gulf of Mexico, the Enron scandal or the fraudulent participation of investment banks in the most recent financial crisis have fueled the discussion of ethical codes of conduct for corporations, their social responsibility in society and thus their social commitment(Kotler & Lee, 2005), (Hess, Rogovsky, & Dunfee, 2002), (Horrigan, 2010). The contribution of business entities in social causes made them consider their possibilities to not only act socially responsible, but profitable at the same time (Zdravkovic, Magnusson, & Stanley, 2010). This called marketers to action, designing strategies that would highlight a company's willingness to do good, advance the company's reputable image, enhance customer retention and increase sales (ib.).The success of this new and uprising type of marketing, CRM, is determined by many factors, one of them being the fit of the collaborating partners (Fries, 2010). The aim of this work is the presentation of the current state of research of the success of CRM. A further objective of this thesis is the systematic elaboration of empirical studies to draw conclusions about possible effects on the success of CRM campaigns.
Managing Sustainable Business
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Author : Gilbert G. Lenssen
language : en
Publisher: Springer
Release Date : 2018-03-07
Managing Sustainable Business written by Gilbert G. Lenssen and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-03-07 with Business & Economics categories.
This book offers 32 texts and case studies from across a wide range of business sectors around a managerial framework for Sustainable Business. The case studies are developed for and tested in executive education programmes at leading business schools. The book is based on the premise that the key for managing the sustainable business is finding the right balance over time between managing competitiveness and profitability AND managing the context of the business with its political, social and ecological risks and opportunities. In that way, a sustainable business is highly responsive to the demands and challenges from both markets and societies and managers embrace the complexity, ambivalence and uncertainty that goes along with this approach. The book presents a framework that facilitates the adoption of best business practice. This framework leads executives through a systematic approach of strategic analysis and business planning in risk management, issues management, stakeholder management, sustainable business development and strategic differentiation, business model innovation and developing dynamic capabilities. The approach helps broaden the understanding of what sustainable performance means, by protecting business value against sustainability risks and creating business value from sustainability opportunities.
The Influence Of Cause Marketing On Consumer Pride Purchase Intention And Brand Evangelism A Focus On The Apparel Industry
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Author : Ms. Kavya Sahadevan
language : en
Publisher: Shineeks Publishers
Release Date : 2022-09-12
The Influence Of Cause Marketing On Consumer Pride Purchase Intention And Brand Evangelism A Focus On The Apparel Industry written by Ms. Kavya Sahadevan and has been published by Shineeks Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-09-12 with Education categories.
Cause related marketing initiatives have become an extremely popular strategy of marketing used by brands in todays’ world, now, more so than ever. Consumer behaviour towards cause related marketing has generally been positive and has led to an increase in the purchase intention as well as the final purchase of the customer. Consumer pride as well as satisfaction with a product or a brand leads to the spread of information about the particular brand within the customer network. The push strategy of marketing is no longer relevant to todays’ market and customers are looking to be associated with a brand that goes beyond the norm of selling products and is making important contributions to the welfare of the society or is taking an important stand on a particular social cause. The purpose of this study is to analyse the influence of Cause related marketing strategies in the dynamic apparel industry and the extent to which it influences purchase intention, consumer pride and eventually lead to brand evangelism, An evangelist being a customer that actively defends and support a brand across platforms and through word of mouth. Customer purchase today is increasingly research based and highly dependent on the opinions of other customers. In regard to this, evangelism, if achieved by a brand can be one of the most cost effective yet most impactful marketing strategies for the brand. The study uses quantitative and qualitative measures to analyse the impact of Cause Marketing on purchase intention and brand evangelism. An empirical study was conducted through a self-administered survey which helps determine the extent to which this effect holds true in the apparel industry. ANOVA and Regression analysis helped determine the relationship between various demographic factors and the variables of the model. The study aims to explore the relational gap between variables such as Cause marketing, consumer pride and brand evangelism. Furthermore, the study also aims to explore the experimental gap on the impact of consumer cause identification on purchase intention. This information will help the industry curate their advertisements and other promotional activities accordingly. Keywords: Cause Marketing, Consumer pride, Purchase intention, Brand evangelism, Brand equity, Perceived brand image.
The Effects Of Cause Related Marketing On Customers Attitudes And Buying Behavior
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Author : Denise Steckstor
language : en
Publisher: Springer Science & Business Media
Release Date : 2011-11-06
The Effects Of Cause Related Marketing On Customers Attitudes And Buying Behavior written by Denise Steckstor and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-11-06 with Business & Economics categories.
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.
Encyclopedia Of Sport Management
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Author : Pedersen, Paul M.
language : en
Publisher: Edward Elgar Publishing
Release Date : 2021-12-14
Encyclopedia Of Sport Management written by Pedersen, Paul M. and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-12-14 with Sports & Recreation categories.
Bringing together preeminent international researchers, emerging scholars and practitioners, Paul M. Pedersen presents the comprehensive Encyclopedia of Sport Management, offering detailed entries for the critical concepts and topics in the field.
Encyclopedia Of Corporate Social Responsibility
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Author : Samuel O. Idowu
language : en
Publisher: Springer
Release Date : 2013-01-27
Encyclopedia Of Corporate Social Responsibility written by Samuel O. Idowu and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-27 with Business & Economics categories.
The role of Corporate Social Responsibility in the business world has developed from a fig leaf marketing front into an important aspect of corporate behavior over the past several years. Sustainable strategies are valued, desired and deployed more and more by relevant players in many industries all over the world. Both research and corporate practice therefore see CSR as a guiding principle for business success. The “Encyclopedia of Corporate Social Responsibility” has been conceived to assist researchers and practitioners to align business and societal objectives. All actors in the field will find reliable and up to date definitions and explanations of the key terms of CSR in this authoritative and comprehensive reference work. Leading experts from the global CSR community have contributed to make the “Encyclopedia of Corporate Social Responsibility” the definitive resource for this field of research and practice.
Business Strategies For Sustainability
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Author : Helen Borland
language : en
Publisher: Routledge
Release Date : 2018-10-03
Business Strategies For Sustainability written by Helen Borland and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-03 with Business & Economics categories.
Business Strategies for Sustainability brings together important research contributions that demonstrate different approaches to business strategies for sustainability. Many corporate initiatives toward what firms perceive to be sustainability are simply efficiency drives or competitive moves – falling far short of actual strategies for ecological sustainability. To suggest true ecological sustainability strategies, this new research anthology adopts an interdisciplinary, or transdisciplinary, approach to discern what business strategies might look like if they were underpinned by environmental and ecological science. The 23 chapters in this anthology reflect five main topic sections: (a) delineating sustainability challenges and visions; (b) contradiction, integration and transformation of business and sustainability logics; (c) innovating and developing strategic capabilities for sustainability; (d) assessing and valuing sustainability; and (e) toward multi-level engagement and collaboration.
Brands And Brand Management
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Author : Barbara Loken
language : en
Publisher: Psychology Press
Release Date : 2023-04-28
Brands And Brand Management written by Barbara Loken and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-04-28 with Business & Economics categories.
Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
