Cross Country Comparison Of Consumer Attitudes Toward Corporate Cause Related Marketing Campaigns
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Cross Country Comparison Of Consumer Attitudes Toward Corporate Cause Related Marketing Campaigns
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Author : Gayatri Vineet Kuber
language : en
Publisher:
Release Date : 2005
Cross Country Comparison Of Consumer Attitudes Toward Corporate Cause Related Marketing Campaigns written by Gayatri Vineet Kuber and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Consumers categories.
Cause Related Marketing
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Author : Sue Adkins
language : en
Publisher: Routledge
Release Date : 2007-06-01
Cause Related Marketing written by Sue Adkins and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-06-01 with Business & Economics categories.
Cause Related Marketing's time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment where price and quality are increasingly equal; where reputation and standing for something beyond the functional benefits of a product or service is all, brands are constantly competing for customer loyalty and consumer attention. 'Cause Related Marketing' is one of the most exciting areas in marketing today which benefits both business and society. 'Cause Related Marketing': * positions Cause Related Marketing in the context of marketing, corporate social responsibility and corporate community investment. * explores who cares and why, providing research analysis into corporate and consumer attitudes both in the UK and internationally. * uses The Business in the Community Cause Related Marketing Guidelines, written by Sue Adkins and introduced by HRH The Prince of Wales, providing an in depth exploration of the key principles and processes that go towards creating excellence in Cause Related Marketing. * includes vignettes and in depth case studies to provide illustrations of Cause Related Marketing through a spectrum of examples both national and international. Sue Adkins, Director of the Business in the Community's Cause Related Marketing Campaign is acknowledged as an international expert. She is recognised as having put Cause Related Marketing on the map in the UK and leading the drive to establish Cause Related Marketing as an increasingly legitimate part of the marketing mix in the UK.
Consumers Attitudes Toward Cause Related Marketing
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Author : Elham Heidarian
language : en
Publisher:
Release Date : 2019
Consumers Attitudes Toward Cause Related Marketing written by Elham Heidarian and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Culture categories.
CRM brand Personality, CRM purchase intention, Cause Related Marketing (CRM), Consumer culture, cross-cultural study, warm glow.
The Impact Of Cause Related Marketing On Consumer Attitude To The Brand And Purchase Intention
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Author :
language : en
Publisher:
Release Date : 2004
The Impact Of Cause Related Marketing On Consumer Attitude To The Brand And Purchase Intention written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Consumer behavior categories.
Abstract: Cause-related marketing is an emerging area within the marketing discipline, originating in the United States in the 1980s. This thesis defines the term cause-related marketing as a marketing strategy whereby the firm makes a contribution, financial or otherwise, to a nonprofit organisation(s) contingent upon the customer engaging in a revenue providing exchange that satisfies business and individual objectives. This strategy may include additional elements such as sponsorship, sales promotion, co-branding and employee involvement. -- In examining the literature relating to cause-related marketing, a need for further research was identified for a number of reasons. First, there is considerable investment and growth in this strategy both in Australia and overseas. Second, academic and practitioner research have indicated strong consumer support for the concept of cause-related marketing, yet there has been limited evidence to date regarding the effectiveness of this strategy, especially in comparison to other marketing strategies. Finally, in an increasingly challenging business environment, marketing practitioners are seeking to explore new strategies and the efficacy of traditional forms of marketing communications is subject to debate. As such, this thesis explored the following research questions: What is the impact of cause-related marketing on the consumer's response in terms of attitude to the strategy, attitude toward the brand and purchase intention? and, Do consumers respond more positively toward cause-related marketing than toward sponsorship or sales promotion? -- To address these questions, an experimental research design incorporating self-administered questionnaires was used. The major finding of this research is that consumers may have a more favourable attitude to cause-related marketing than to either sponsorship or sales promotion, however the brand must be perceived to have a natural association or fit with the cause. Further, cause-related marketing has the ability to engender a more favourable change in attitude to the brand than does sales promotion. This change in attitude is affected by the consumer's attitude to the strategy itself. This study did not, however, demonstrate that exposure to cause-related marketing, sponsorship or sales promotion had a significant effect on purchase intention. Finally, neither gender nor personal values have been shown to influence the above outcomes. The findings of this research have a number of practical implications for the effective use of cause-related marketing.
Consumers Attitudes Toward Cause Related Marketing
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Author : Elham Heidarian
language : en
Publisher:
Release Date : 2019
Consumers Attitudes Toward Cause Related Marketing written by Elham Heidarian and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.
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.
Cause Related Marketing
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Author : M. Mercedes Galan-Ladero
language : en
Publisher: Springer Nature
Release Date : 2021-03-27
Cause Related Marketing written by M. Mercedes Galan-Ladero and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-03-27 with Business & Economics categories.
This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students understand how such campaigns affect for-profit and non-profit organizations, customers, and society in general. This book also offers numerous useful examples to understand the theory of cause-related marketing and how it can be applied in different countries and cultural contexts. Lecturers will find the teaching notes provided with each case useful for the classroom.
Cause Related Marketing
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Author : Barbara A. Lafferty
language : en
Publisher:
Release Date : 1996
Cause Related Marketing written by Barbara A. Lafferty and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with categories.
The Impact Of Cause Related Marketing Alliances On Consumer Attitudes Toward Charitable Organizations
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Author : Carolyne Lord
language : en
Publisher:
Release Date : 2005
The Impact Of Cause Related Marketing Alliances On Consumer Attitudes Toward Charitable Organizations written by Carolyne Lord and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with categories.
Cross Cultural Consumer Behavior
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Author : Katja Gelbrich
language : en
Publisher: Edward Elgar Publishing
Release Date : 2023-05-09
Cross Cultural Consumer Behavior written by Katja Gelbrich 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 2023-05-09 with Business & Economics categories.
This cutting-edge book unpacks the relationship between culture and consumer behavior to present the state-of-the-art in cross-cultural consumer research. Examining how culture shapes what consumers seek, evaluate and choose to purchase, Cross-Cultural Consumer Behavior explains why and how cultural values such as individualism, indulgence, or uncertainty avoidance influence consumers’ buying behavior.