| Cause Related Marketing: A substitute for direct donations? Contributor(s): Siebert, Sebastian (Author) |
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ISBN: 3954892146 ISBN-13: 9783954892143 Publisher: Anchor Academic Publishing OUR PRICE: $112.96 Product Type: Paperback Published: March 2014 |
| Additional Information |
| BISAC Categories: - Business & Economics |
| Physical Information: 0.34" H x 5.83" W x 8.27" (0.44 lbs) 148 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Despite the vast research on Cause-Related Marketing, little is known about the instrument's potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisation. The similarity with direct donations suggests that cause-marketed products bear the potential to tap the donation market. The present investigation extends prior research by identifying key drivers for purchasing cause-marketed products and its potential to gain access to the market of direct donations (Hypothesis 1). Second, the work tries to assess the geographic implications of a Cause-Related Marketing campaign (Hypothesis 2).The results of Hypothesis 1 indicate that cause-marketed products bear a potential to substitute direct donations. Findings of Hypothesis 2 show that the geographical context of a CRM campaign has implications on the cause supported by a nongovernmental organisation. |