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About 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.
Detailed Information
| Author: | Denise Steckstor |
|---|---|
| Publication Year: | 2011 |
| ISBN: | 9783834932402 |
| Pages: | 190 |
| Language: | English |
| File Size: | 1.543 |
| Format: | |
| Price: | FREE |
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