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

  • Authors
  • Denise Steckstor

Table of contents

  1. Front Matter
    Pages I-XVI
  2. Denise Steckstor
    Pages 1-6
  3. Denise Steckstor
    Pages 7-38
  4. Denise Steckstor
    Pages 74-141
  5. Denise Steckstor
    Pages 142-151
  6. Back Matter
    Pages 153-176

About this book

Introduction

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.

Keywords

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Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8349-7078-7
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2012
  • Publisher Name Gabler Verlag
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-3240-2
  • Online ISBN 978-3-8349-7078-7
  • About this book
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Telecommunications
Consumer Packaged Goods