The Effects Of Cause Related Marketing On Customers Attitudes And Buying Behavior
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The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior
Author | : Denise Steckstor |
Publisher | : Springer Science & Business Media |
Total Pages | : 190 |
Release | : 2011-11-06 |
Genre | : Business & Economics |
ISBN | : 3834970786 |
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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.