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The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior

Von:
Denise Steckstor

Beschreibung

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 comprehen...

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Beschreibung

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.

Produktinformationen

Titel:
The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior
Untertitel:
Applied Marketing Science/Angewandte Marketingforschung, Engl/engl, Applied Mark
Autor:
Denise Steckstor
EAN:
9783834932402
ISBN:
383493240X
Format:
Kartonierter Einband
Herausgeber:
Gabler Verlag
Veröffentlichung:
14.11.2011
Anzahl Seiten:
192
Gewicht:
256g
Größe:
H210mm x B148mm x T11mm
Jahr:
2011
Untertitel:
Englisch
Lesemotiv:
Verstehen