Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior

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

Steckstor, Denise

Paperback

Series: Applied Marketing Science / Angewandte Marketingforschung

EconomicsMarketing

ISBN10: 383493240X
ISBN13: 9783834932402
Publisher: Springer Pg
Published: Nov 14 2011
Pages: 176
Weight: 0.52
Height: 0.50 Width: 5.80 Depth: 8.20
Language: English
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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