The effects of cause-related marketing on customers’ attitudes and buying behavior

By:

Steckstor, Denise

Material type: Text

TextSeries: Applied marketing sciencePublication details: Gabler Verlag 2012 WeisbadenDescription: xvi, 176 p. Includes bibliographyISBN:

9783834932402

Subject(s):

DDC classification:

658.8 S8E3

Summary: 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. https://www.springer.com/gp/book/9783834932402

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Book	Ahmedabad General Stacks	Non-fiction	658.8 S8E3 (Browse shelf(Opens below))	Available		199919

Total holds: 0

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Previous	658.8 S4N3-2 New techniques in marketing management	658.8 S6P4-1 Physical distribution management: logistics problems of the firm	658.8 S6P7 Principles of pharmaceutical marketing	658.8 S8E3 The effects of cause-related marketing on customers’ attitudes and buying behavior	658.8 S8S2-1 Sales management: decisions, policies and cases	658.8 S8S2-2 Sales management: decisions, policies and cases	658.8 S8S2-3 Sales management: decisions, policies and cases	Next

Table of contents

Introduction

Conceptual Basis and Literature Review

Theoretical Foundation and Model Development: The Relationship of CM Determinants, Customer Attitudes and Buying Behavior

Hypotheses Testing

Discussion of Results and Conclusions

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.

https://www.springer.com/gp/book/9783834932402

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