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Applied Marketing Science / Angewandte Marketingforschung

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

Authors: Steckstor, Denise

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  • ISBN 978-3-8349-7078-7
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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.

Table of contents (5 chapters)

Table of contents (5 chapters)

Buy this book

eBook $79.99
price for USA in USD (gross)
  • ISBN 978-3-8349-7078-7
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $99.99
price for USA in USD
  • ISBN 978-3-8349-3240-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior
Authors
Series Title
Applied Marketing Science / Angewandte Marketingforschung
Copyright
2012
Publisher
Gabler Verlag
Copyright Holder
Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
eBook ISBN
978-3-8349-7078-7
DOI
10.1007/978-3-8349-7078-7
Softcover ISBN
978-3-8349-3240-2
Series ISSN
2627-1982
Edition Number
1
Number of Pages
XVI, 176
Number of Illustrations
11 b/w illustrations
Topics