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

  • Book
  • © 2012

Overview

Authors:
  1. Denise Steckstor
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Table of contents (5 chapters)

  1. Front Matter

    Pages I-XVI
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  2. Introduction

    • Denise Steckstor
    Pages 1-6

  3. Conceptual Basis and Literature Review

    • Denise Steckstor
    Pages 7-38

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

    • Denise Steckstor
    Pages 39-73

  5. Hypotheses Testing

    • Denise Steckstor
    Pages 74-141

  6. Discussion of Results and Conclusions

    • Denise Steckstor
    Pages 142-151

  7. Back Matter

    Pages 153-176
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Keywords

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.

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

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