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The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior
- Editore:
Gabler Verlag
- EAN:
9783834932402
- ISBN:
383493240X
- Pagine:
- 192
- Formato:
- Paperback
- Lingua:
- Tedesco
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Descrizione The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior
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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