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Steckstor

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

1. Auflage 2012 2011. Buch. XVI, 176 S.: 11 s/w-Abbildungen, 47 s/w-Tabelle. Softcover
Springer Gabler ISBN 978-3-8349-3240-2
Format (B x L): 14,8 x 21 cm
Gewicht: 258 g
In englischer Sprache
Das Werk ist Teil der Reihe:
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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