Advertisement

Abstract

The following sections will define the concept of CM with its twofold nature as a marketing strategy on the one hand and as a philanthropic measure on the other hand providing an overview of its marketing managerial dimensions. Criticism as well as potential risks for the firm and partnering charity organizations will be outlined. Finally, the measurement of CM effectiveness will be discussed.

Keywords

Corporate Social Responsibility Purchase Intention Brand Equity Corporate Philanthropy Brand Attitude 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2012

Authors and Affiliations

  • Denise Steckstor

There are no affiliations available

Personalised recommendations