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Part of the book series: Applied Marketing Science / Angewandte Marketingforschung (APPMASC)
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About this book
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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Table of contents (5 chapters)
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Bibliographic Information
Book Title: The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior
Authors: Denise Steckstor
Series Title: Applied Marketing Science / Angewandte Marketingforschung
DOI: https://doi.org/10.1007/978-3-8349-7078-7
Publisher: Gabler Verlag Wiesbaden
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2012
Softcover ISBN: 978-3-8349-3240-2Published: 14 November 2011
eBook ISBN: 978-3-8349-7078-7Published: 06 November 2011
Series ISSN: 2627-1982
Series E-ISSN: 2627-2008
Edition Number: 1
Number of Pages: XVI, 176
Number of Illustrations: 11 b/w illustrations
Topics: Marketing