Dimensions And Effects Of Perceived Fit In Cause Related Marketing
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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.
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 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.
The Impact Of Cause Related Marketing On Global Consumers A Meta Analysis
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Author : Michelle Morin Rego
language : en
Publisher:
Release Date : 2017
The Impact Of Cause Related Marketing On Global Consumers A Meta Analysis written by Michelle Morin Rego and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Electronic dissertations categories.
Cause-related marketing (CRM) is a growing area of corporate social responsibility that involves a joint venture between a for-profit brand and a nonprofit organization. Over the past 30 years, cause-related marketing research has expanded to all corners of the globe. Themes in CRM research include cause-brand fit, cause involvement, cultural values and beliefs, and the influence of CRM on consumer attitudes and purchase intentions. A series of bivariate meta-analyses were conducted using a random effects assumption to determine effect sizes in this field, and explain the variance in effects across a global body of literature. Results include the effect of CRM campaigns on brand attitudes, r=.284, 95% CI(0.189,0.373), and purchase intentions, r=.277, 95% CI(0.141, 0.404). A meta-analytical structural equation model (MASEM) of CRM effects on attitudes and purchase intentions (K=78, N=22,849) based on the theory of planned behavior is presented to guide future studies that explore the impact of beliefs such as cause involvement (B=.12) and skepticism (B= -.34) on consumer perceptions of cause-brand alliance fit, and the substantial impact (B=.40) these perceptions have on consumer attitudes. Recommendations for nonprofit marketers, for-profit marketers and academic research topics and methods are discussed.
Consumer Perceptions Of Cause Related Marketing
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Author : Kyle Palmer
language : en
Publisher:
Release Date : 2022
Consumer Perceptions Of Cause Related Marketing written by Kyle Palmer and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with College students categories.
"The purpose of this study is to analyze consumer perceptions of Cause-Related marketing, as well as perceived level of mercenary intent and the impact of brand/cause fit. Level of mercenary intent is the degree to which consumers believe a company is engaging in Cause-Related Marketing in order to help themselves, or to help the cause. The level of brand/cause fit is the amount of alignment between a company and the cause they are choosing to support. This is a cross cultural study, and the impact of culture will be analyzed between participants from the United States and from India. College students from four different Universities were surveyed using fictional advertisements in order to determine the effect of a Cause-Related Marketing component on their perception of the advertisement as well as the company. Respondents were chosen from the United States and India, as these countries are very different culturally and historically, and have different systems for implementing Corporate Social Responsibility"--Provided by author.
Emotional Sensory And Social Dimensions Of Consumer Buying Behavior
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Author : Soares, Ana Maria
language : en
Publisher: IGI Global
Release Date : 2020-02-21
Emotional Sensory And Social Dimensions Of Consumer Buying Behavior written by Soares, Ana Maria and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-02-21 with Business & Economics categories.
Unprecedented changes in consumer shopping habits pose major challenges for retailers who need to consider the multidimensional nature of shopping in order to design and provide engaging consumer experiences. The intersection between in-store and online shopping is also fundamental to meet the fast-changing consumer behavior. Comprehending how environmental and sensory dimensions, leisure, entertainment, and social interactions influence shopper emotions may enhance the shopping experience. Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior is an essential reference source that discusses methods for enhancing the shopping experience in an era of competition among shopping offline- and online-destinations, as well as predicting emerging changes in consumer behavior and shopping destinations and new technologies in retailing. Featuring research on topics such as consumer dynamics, experimental marketing, and retail technology, this book is ideally designed for retail managers, designers, advertisers, marketers, customer service representatives, merchandisers, industry professionals, academicians, researchers, students, and practitioners.
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.
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.
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.
Emerging Research On Islamic Marketing And Tourism In The Global Economy
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Author : El-Gohary, Hatem
language : en
Publisher: IGI Global
Release Date : 2014-07-31
Emerging Research On Islamic Marketing And Tourism In The Global Economy written by El-Gohary, Hatem and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-31 with Business & Economics categories.
"This book offers in-depth perspectives on the influence of Islam on consumer behavior, the travel industry, product development, and the promotion of goods and services, focusing on current trends and tools, comprehensive interviews, questionnaires, and emerging research"--Provided by publisher.