The effects of cause-related marketing on customers' attitudes and buying behavior
Author(s)
Bibliographic Information
The effects of cause-related marketing on customers' attitudes and buying behavior
（Gabler research, . Applied marketing science = Angewandte Marketingforschung）
Gabler, 2012
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Note
Includes bibliographical references (p. 153-176)
"Dissertation Technische Universität München, 2011" -- t.p. verso
Description and Table of Contents
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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