The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior
- ISBN-10
- 3834970786
- ISBN-13
- 9783834970787
- Category
- Business & Economics
- Pages
- 176
- Language
- English
- Published
- 2011-11-06
- Publisher
- Springer Science & Business Media
- Author
- Denise Steckstor
Description
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.
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