The Influence Of Cause Marketing On Consumer Pride Purchase Intention And Brand Evangelism A Focus On The Apparel Industry
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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.
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.
Use Of Cause Related Marketing Ads To Bolster Image In The Light Of Negative News
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Author : Sameer Deshpande
language : en
Publisher:
Release Date : 1999
Use Of Cause Related Marketing Ads To Bolster Image In The Light Of Negative News written by Sameer Deshpande and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with categories.
Consumer Brand Relationships
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Author : Susan Fournier
language : en
Publisher: Routledge
Release Date : 2012-03-29
Consumer Brand Relationships written by Susan Fournier and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-29 with Business & Economics categories.
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
Cause Related Marketing
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Author : Sue Adkins
language : en
Publisher:
Release Date : 2016-01-29
Cause Related Marketing written by Sue Adkins and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-29 with Electronic books 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.
Perceived Quality
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Author : Jacob Jacoby
language : en
Publisher: Lexington Books
Release Date : 1985
Perceived Quality written by Jacob Jacoby and has been published by Lexington Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 1985 with Business & Economics categories.
Brand Relevance
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Author : David A. Aaker
language : en
Publisher: John Wiley & Sons
Release Date : 2011-01-25
Brand Relevance written by David A. Aaker and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-25 with Business & Economics categories.
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
Product Country Images
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Author : Nicolas Papadopoulos
language : en
Publisher: Routledge
Release Date : 2014-05-01
Product Country Images written by Nicolas Papadopoulos and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-05-01 with Business & Economics categories.
This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.
Private Label Strategy
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Author : Nirmalya Kumar
language : en
Publisher: Harvard Business Press
Release Date : 2007
Private Label Strategy written by Nirmalya Kumar and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
The growth in private labels has huge implications for managers on both sides.
