Relevant bibliographies by topics / Cause-related marketing

Academic literature on the topic 'Cause-related marketing'

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Published: 4 June 2021
Last updated: 20 February 2023

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Journal articles on the topic "Cause-related marketing"

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Holmes, John H., and Christopher J. Kilbane. "Cause-Related Marketing." Journal of Nonprofit & Public Sector Marketing 1, no. 4 (October 14, 1993): 67–84. http://dx.doi.org/10.1300/j054v01n04_05.

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Rentschler, Ruth, and Greg Wood. "Cause Related Marketing." Services Marketing Quarterly 22, no. 1 (May 14, 2001): 57–69. http://dx.doi.org/10.1300/j396v22n01_05.

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Liu, Gordon, Meng-Shan Sharon Wu, Wai Wai Ko, Cheng-Hao Steve Chen, and Yantai Chen. "Cause-related marketing." International Marketing Review 37, no. 4 (September 25, 2019): 713–34. http://dx.doi.org/10.1108/imr-04-2019-0114.

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Purpose Cause-related marketing (CRM) focuses on the use of marketing tools to publicize a firm’s corporate social responsibility (CSR) activities. Drawing on legitimacy theory, the purpose of this paper is to investigate the impact of CRM-led CSR in international business-to-business (B2B) markets. In particular, the authors examine the relationship between supplier CRM-led philanthropic CSR reputation and foreign customer business engagement in an international B2B setting. The authors also test how the foreign customer’s host-country sustainable development level moderates this relationship. Design/methodology/approach The authors collect and analyze dyadic data from multiple sources including: dyadic data from a supplier and its 90 foreign customers; the supplier’s internal company records; and publically available data. Findings The authors find that supplier CRM-led philanthropic CSR reputation positively affects foreign customer business engagement. Furthermore, the authors find that this positive relationship is stronger when host-country environments are characterized by achieving higher level of environmental well-being development. In contrast, this positive relationship is weaker when the foreign customer host-country environment is characterized by achieving higher level of economic well-being development. Originality/value The authors examine that impacts of CRM-led CSR in international B2B markets and differentiate the contingent roles of foreign customer host-country sustainable development in moderating such impacts.
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Kozłowski, Wojciech, and Ewelina Sobotko. "Role of Altruistic Attitudes in Cause-Related Marketing." Annales Universitatis Mariae Curie-Skłodowska, sectio H, Oeconomia 51, no. 2 (August 17, 2017): 123. http://dx.doi.org/10.17951/h.2017.51.2.123.

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Mani Kanta, Kota Neela, D. V. Ramana D. V Ramana, and A. Mayur Kumar. "Cause Related Marketing: A Study on Purchase Intention." Indian Journal of Applied Research 3, no. 2 (October 1, 2011): 190–93. http://dx.doi.org/10.15373/2249555x/feb2013/66.

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Nejati, Mehran. "Successful cause-related marketing." Strategic Direction 30, no. 8 (July 8, 2014): 35–37. http://dx.doi.org/10.1108/sd-11-2013-0091.

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Purpose – The purpose of this study is to highlight the importance of cause-related marketing (CRM) and explain the factors which influence the success of a CRM campaign. Design/methodology/approach – Provides a viewpoint article based on the author's experience and expertise. Findings – Through explaining the key factors which impact the success of CRM, this article provided insights to company directors and management consultants. It has been indicated that the three most important attributes of a case for the success of CRM campaigns include importance, proximity and fit of the cause with firm’s core business. Originality/value – Provides a viewpoint article based on the author's experience and expertise.
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Cen Lu Lay, Ika Gunawan, Felicia Abednego, and Shirleen Natasha. "Pengaruh Cause Related Marketing Terhadap Trust In Cause Related Marketing Dan Brand Loyalty." Jurnal E-Bis (Ekonomi-Bisnis) 5, no. 2 (October 23, 2021): 409–24. http://dx.doi.org/10.37339/e-bis.v5i2.540.

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Isu-isu mengenai pembangunan yang berkelanjutan dan kegiatan tanggung jawab sosial atau Corporate Social Responsibility terutama Cause Related Marketing telah banyak dibahas. Namun di Indonesia belum banyak penelitian yang membahas topik ini. Hal ini menjadi menarik karena perusahaan-perusahaan memiliki dorongan yang kuat untuk meningkatkan kegiatan Cause Related Marketing sebagai nilai tambah buat perusahaan. Penelitian ini akan menganalisis peranan Cause Related Marketing kaitannya dengan Trust in Cause Related Marketing dan Brand Loyalty. Pendekatan metode penelitian ini mengunakan metode kuantitatif. Penelitian ini mengumpulkan data dengan menyebar kuesioner kepada responden. Metode penarikan sampel dalam penelitian ini menggunakan teknik purposive sampling dengan kriteria mahasiswa/i di kota Bandung yang mengetahui Cause Related Marketing. Jumlah sampel yang terkumpul adalah 210 orang. Teknik pengolahan data menggunakan analisis regresi. Hasil penelitian menunjukkan bahwa Cause Related Marketing mempengaruhi Brand Loyalty, Cause Related Marketing mempengaruhi Trust in Cause Related Marketing, dan Trust in Cause Related Marketing tidak mempengaruhi Brand Loyalty. Kata Kunci: Cause Related Marketing, Trust in Cause Related Marketing, Brand Loyalty
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Heidarzadeh Hanzaee, Kambiz, Mona Sadeghian, and Saeed Jalalian. "Which can affect more? Cause marketing or cause-related marketing." Journal of Islamic Marketing 10, no. 1 (March 4, 2019): 304–22. http://dx.doi.org/10.1108/jima-04-2016-0028.

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Purpose The purpose of this study is to investigate the effects of corporate social responsibility on customer satisfaction, loyalty and repurchase with or without cause-related marketing or cause marketing across Islamic companies. Design/methodology/approach An experimental survey of Iranian university students was conducted to investigate the customer satisfaction, loyalty and purchase intention with companies using social marketing methods such as corporate social responsibility along with cause marketing and cause-related marketing. A total of 400 usable surveys were obtained in SRBIA University of Tehran, while possessing the greatest ability to consume more hoteling services companies and mobile producers beyond Iranian students. Findings The results indicated that through an experimental research by including social marketing in products or service companies such as mobile producers and hotel services companies in Iran (as an Islamic country), there are same levels of loyalty and repurchase intentions, but different levels of customer’s satisfaction. Furthermore, the authors found out there is no significant difference regarding the effect of cause marketing and cause-related marketing on loyalty and repurchase intentions. Also, it is different on customer’s satisfaction given the company type. Research limitations/implications The sampling frame for this research was limited to students in one of Iran capital city universities. The results are not exactly generalized to all the populations for Iranian product or service consumers. Also, the sampling methods used in this research might have generated bias due to time and resources constraints. So, it is recommended for future studies to consider broader samplings more than university students and beyond only the consumers of international product or service companies. Originality/value No study has used corporate social responsibilities to explain customer satisfaction while providing cause marketing and cause-related marketing as corporate social marketing in service companies influencing the customer loyalty and repurchase intentions.
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Robinson, Stefanie Rosen, Caglar Irmak, and Satish Jayachandran. "Choice of Cause in Cause-Related Marketing." Journal of Marketing 76, no. 4 (July 2012): 126–39. http://dx.doi.org/10.1509/jm.09.0589.

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Handa, Meenakshi, and Shruti Gupta. "Digital cause-related marketing campaigns." Journal of Indian Business Research 12, no. 1 (February 10, 2020): 63–78. http://dx.doi.org/10.1108/jibr-09-2019-0285.

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Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions. Design/methodology/approach Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling. Findings The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign. Practical implications In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand. Originality/value The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.
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Dissertations / Theses on the topic "Cause-related marketing"

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Alcheva, Valentina, Cai Yonggang, and Zhao Lingyan. "Cause related marketing : how does a cause-related marketing shape consumer perception, attitude and behaviour?" Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-5739.

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American Express initiated a new marketing strategy twenty-five years ago. Forevery new card user the company donated one cent for the recovery of the Statueof Liberty. The success of the campaign exceeds the expectations. This strategywhere a company declares to spend a defined amount of money for a special causein order to push up its sales is called Cause-Related Marketing. Now more andmore companies use the cause-related marketing strategy as a way out of saturatedmarkets and growing consumer awareness. Billions of dollars are spent every yearin cause campaigns.

Because it is a relatively new approach many researches has shown interest in thismarketing communication strategy. However, there is still lack in the field ofcause-related marketing and especially in the consumer part.

This is also the field of interest for this dissertation and in particular how doescause-relates marketing strategy shape consumer attitude, perception and buyingbehaviour? In order to find out the answer of this question we relied on differenttheories and in addition we conducted a questionnaire among international students.

The results, even though restricted trough the sample, showed that there is aconnection between the cause-related marketing and buying behaviour andattitude. Consumers are more likely to support companies which are engaged incause campaigns and tend to develop positive attitude toward this company and itsproducts. The research was limited to sample of students who took part in thequestionnaire. A further investigation in this field could deliver deeperinformation and be useful for companies and researchers in the field of marketingcommunication and marketing strategies.

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Pieper, Pia. "A study of cause related marketing : Key factors for an efficient cause related marketing strategy." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-171499.

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Huppertz, Anne. "Cause-Related-Marketing Auswirkungen und Einflussfaktoren." Saarbrücken VDM, Müller, 2006. http://deposit.d-nb.de/cgi-bin/dokserv?id=2913308&prov=M&dok_var=1&dok_ext=htm.

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Šanderová, Lenka. "Cause-related marketing a principy jeho fungování." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76081.

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Nowadays firms are dealing with fierce competition and are "forced" to keep launching new products and strategies that would attract consumers'attention. One of the fastest growing marketing strategies - Cause-related marketing (CRM) addresses these trends as well as benefits from them. Cause-related marketing is a strategic partnership between a for-profit and non-profit organization. The contributions to the cause are made via consumer'purchases. As many statistics prove, CRM is a very effective strategy resulting in higher sales, enhanced image as well as loyalty. The question remains: how is it possible? What marketing concepts and techniques stand behind CRM? The diploma theses answers those questions and explains most important markteting and psychologial concepts from consumer's and firm's perspective.
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Eriksson, Isabelle, and Greta Rönnberg. "Cause-Related Marketing i lojalitetsprogram : En kvantitativ studie om cafékunders upplevelse av Cause-Related Marketing som belöning i ett lojalitetsprogram." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105941.

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På en alltmer konkurrensutsatt marknad har det blivit viktigare för företag att aktivt arbeta med att värna om kundrelationer. Ett vanligt sätt att arbeta med att värna om befintliga kunder och locka nya är genom lojalitetsprogram. Dessa ämnar uppmuntra till återkommande köp genom att erbjuda kunder olika typer av förmåner för att de är kunder hos företaget. Inom cafébranschen används dessa i olika utsträckning då vissa cafékedjor använder dessa och andra inte gör det. Idag ställer konsumenter höga krav på att företag ska arbeta med hållbarhetsfrågor. Därmed är det viktigt för företag som arbetar med detta att kommunicera ut det på lämpligt sätt. En specifik form av arbete med detta är Cause-Related Marketing, CRM. CRM innebär att företag skänker pengar till icke-vinstdrivande organisationer eller välgörande ändamål när kunder handlar av företag. Eftersom lojalitetsprogram används för att värna om kunder och ansvarsfullt företagande är viktigt för kunder fann vi det intressant att undersöka en sammansättning av dessa, något som inte identifierats forskning kring.      Studiens syfte är att undersöka hur mycket värde kunder upplever med CRM som belöning i ett lojalitetprogram inom cafébranschen och hur mycket CRM som belöning påverkar kunders intentioner att gå med i ett sådant lojalitetsprogram. För att undersöka detta genomfördes en kvantitativ studie hos Barista i Umeå. Barista är en cafékedja som starkt genomsyras av ansvarsfullt företagande och har kombinerat CRM med lojalitetsprogram via sitt Stammiskort.   Studiens resultat visar att respondenterna upplever ganska mycket värde med CRM som belöning i ett lojalitetsprogram i cafébranschen samt att respondenterna är mer positivt inställda till lojalitetsprogram som har CRM som belöning än de som inte har det. Inga skillnader mellan det upplevda värdet identifierades mellan män och kvinnor eller bland olika åldersgrupper. Vidare identifierades inga skillnader angående det upplevda värdet med CRM som belöning mellan de som har Stammiskortet och de som inte har det. Det påvisas att det upplevda värdet med CRM som belöning påverkar cafékunders intention att gå med i lojalitetsprogram. Det kan även konstateras att CRM som belöning påverkar cafékunders intention att gå med i ett sådant lojalitetsprogram ganska mycket. De slutsatser som dras utifrån detta är att CRM som belöning i lojalitetsprogram både ger upphov till värde för cafékunder och även påverkar deras intention att gå med i sådana lojalitetsprogram i cafébranschen. Således bidrar studien till insikt kring kunders upplevelse av CRM som belöning och till att fylla forskningsgapet.
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Karotchanka, Tatsiana. "Firemní filantropie. Aplikace Cause Related Marketing ve vybrané společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9133.

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Kuncová, Veronika. "Vnímání cause related marketingu českým spotřebitelem." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124628.

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This diploma thesis describes Cause Related Marketing as a modern communication tool which enables to link commercial business interests to the needs of the nonprofit sector. The theoretical part presents the term Cause Related Marketing and specifies its definition, mechanisms and effects it brings to individual subjects. It also describes typical consumer attitudes to the concept and factors that influence their relationship to CRM. The effect of these factors is presented on examples of foreign campaigns. The practical part describes research of consumer attitudes carried out among Czech Millennials. After presenting the findings of past research studies concerning this topic it continues with the results of the conducted research which are analyzed according to the sex and age of respondents. At the end contrasts between the perceptions of American and Czech consumers are studied.
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Jirsáková, Šárka. "Efektivita Cause Related Marketingu v České republice." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-11106.

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This thesis concerns with effectiveness of cause related marketing, the promotion tool, by which the firm tries to positively influence relations with consumers. In first three chapters the tool of cause related marketing is presented, some examples of successful foreign and also home campaigns are given, and facts about perception and attitudes of American consumers especially the Millenial generation members toward the cause related marketing are placed here. In next four chapters the thesis concerns with own research of attitudes of Czech millenials, analyses the outcomes and compares the differences in answers according to sex, age and the place of living. At the end some contrasts in the attitudes of Czech and American consumers are studied.
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Beckmann, Malin, and Florentine Noll. "Cause-related Marketing : A qualitative study into Millennials’ perception." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26769.

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Background: Consumers in today’s market place request companies to take on responsibility and to act as good citizens. In this sense, cause-related marketing (CM) is a campaign format whereby a company promises to donate a specific amount to a non-profit organization (NPO) or cause in response to every CM-labeled product purchased by the consumer. Throughout the last 30 years CM has proven a successful campaign format that resonates well with consumers but also provides benefits for companies and NPOs. While scholars focused on the assessment of attitudes and behavioral responses towards CM, the specific Millennial age cohort and the study of consumers’ perception have been limited. Considering Millennials’ peculiar and unique characteristics, it was worth to investigate how Millennials view CM and to evaluate if a different set- up, management and communication of CM campaigns is required to best resonate with this age cohort. Better understanding Millennials is especially valuable because of the age cohorts’ spending power and future importance in the market place.  Purpose: The purpose of this thesis was to explore Millennials’ perception of CM by focusing on different stimulus factors associated with CM and individual factors related to the consumer.  Method: To attain the purpose, a systematic literature review was conducted to identify relevant stimulus factors and individual factors influencing perception of CM. Based on the factors identified three research questions were made central to semi-structured in-depth interviews as the main method of primary data collection. A total of twelve interviews were held with Millennial participants. The qualitative research approach chosen for this thesis allowed for rich data and deep insights into the perceptual process and Millennials’ interpretation of CM factors.  Conclusion: The findings indicate that Millennial participants processed CM campaign stimuli in a highly individual top-down approach, implying that individual beliefs, knowledge and experiences guided perception. Moreover, it became apparent that participants had a high need for transparency and required framing of different stimuli to resonate with this need. Regarding individual factors the findings of the thesis suggest that especially familiarity with the CM campaign format, personal identification with and perceived relevance of the supported cause as well as skepticism influenced participants’ perception of CM.
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Bergstén, Amanda, and Cecilia Olsson. "Cause-related marketing - a worthwhile cause? : A quantitative study among Swedish Generation Y." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25755.

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Purpose: The purpose of this thesis is to contribute with knowledge of the preferences and attitudes among Swedish Generation Y in terms of cause-related marketing. The study aims to find out what this generation prefers in cause-related marketing efforts, focusing on causes and type of support. Furthermore, as a result of Generation Y’s presence on social media it will also examine their attitudes and preferences regarding cause-related marketing on these media platforms. With this thesis the main purpose is to contribute with insights and guidance for Swedish companies wanting to perform cause-related marketing initiatives towards Swedish Generation Y. Frame of references: The frame of references begins with a presentation of consumer behaviour and the power that consumers possess in today’s society. The second section presents corporate social responsibility before moving on to cause-related marketing, profoundly exploring the different aspects of this kind of marketing and presenting existing theories regarding Generation Y’s view on cause-related marketing. The chapter is concluded with a presentation of social media. Methodology: A deductive and quantitative approach has been used for the thesis as this was found appropriate for the purpose. An online questionnaire has been conducted in order to reach a large number of respondents. Empirical framework: The empirical framework presents the results of the online questionnaire. Conclusion: The survey concludes that Swedish Generation Y responds to causes related to humans, e.g., health and well-being, education and social matters, and that they want to see long-term commitment from companies. Moreover, when performing CRM-initiatives information is a key for companies in order to attract and appeal to Swedish Generation Y.
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Books on the topic "Cause-related marketing"

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Galan-Ladero, M. Mercedes, Clementina Galera-Casquet, and Helena M. Alves, eds. Cause-Related Marketing. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65455-9.

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Stumpf, Marcus, and Iris Teufl. Cause related Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-8349-3718-6.

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Roos, Melanie. Cause related Marketing in Deutschland. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3935-7.

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Cause related marketing: Who cares wins. Oxford: Butterworth-Heinemann, 1999.

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Huber, Frank, Stefanie Regier, and Maxime Rinino. Cause-Related-Marketing-Kampagnen erfolgreich konzipieren. Wiesbaden: Gabler, 2008. http://dx.doi.org/10.1007/978-3-8349-8165-3.

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Armieri, Anna Maria. Cause-related marketing: An integral part of marketing strategy?. London: LCP, 2001.

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Adkins, Sue. The cause related marketing guidelines: Towards excellence. London: Business in the Community, 1998.

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1957-, Thompson Marjorie, ed. Brand spirit: How cause related marketing builds brands. Chichester: Wiley, 2001.

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Lauper, Patricia. Zur Wirksamkeit von Testimonial Endorsed Cause-Related Marketing. Wiesbaden: Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6721-3.

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Simpson, M. A review of the development of cause-related marketing. Dublin: University College Dublin, 1995.

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Book chapters on the topic "Cause-related marketing"

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Boenigk, Silke, and Peter Schubert. "Cause-Related Marketing." In International Encyclopedia of Civil Society, 1–7. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-319-99675-2_9513-1.

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Beise-Zee, Rian. "Cause-Related Marketing." In Encyclopedia of Corporate Social Responsibility, 321–26. Berlin, Heidelberg: Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-28036-8_551.

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Pressley, Cindy L. "Cause-Related Marketing." In Global Encyclopedia of Public Administration, Public Policy, and Governance, 677–83. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-20928-9_2593.

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Stumpf, Marcus. "Cause Related Marketing." In Handbuch Fundraising, 1–21. Wiesbaden: Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-08461-5_15-1.

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Stumpf, Marcus. "Cause Related Marketing." In Handbuch Fundraising, 1–21. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-08461-5_15-2.

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Stumpf, Marcus. "Cause Related Marketing." In Handbuch Fundraising, 145–65. Wiesbaden: Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-08191-1_15.

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Pressley, Cindy L. "Cause-Related Marketing." In Global Encyclopedia of Public Administration, Public Policy, and Governance, 1–7. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-31816-5_2593-1.

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Stumpf, Marcus. "Cause Related Marketing." In Handbuch Fundraising, 167–87. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-18211-3_15.

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Ásványi, Katalin. "Cause-Related Marketing." In Encyclopedia of Sustainable Management, 1–5. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-02006-4_934-1.

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Durand, Aurélia. "Cause-Related Marketing." In Marketing and Globalization, 497–547. New York : Routledge, 2018.: Routledge, 2018. http://dx.doi.org/10.4324/9781315474175-12.

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Conference papers on the topic "Cause-related marketing"

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Choi, Hyewon, and Junyong Kim. "CONSUMER CHOICE BETWEEN BRAND-CAUSE FIT AND CONSUMER-CAUSE FIT IN CAUSE-RELATED MARKETING." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.05.08.01.

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Pasko, Olga, Vasiliy Gerneshiy, and Irina Suvorova. "Collaboration and Cause-related Marketing in Eco-friendly Hospitality." In Proceedings of the 2nd International Conference on Contemporary Education, Social Sciences and Ecological Studies (CESSES 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/cesses-19.2019.301.

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Vyravene, Revadee, and Fazlul K. Rabbanee. "DEALING WITH CORPORATE NEGATIVE PUBLICITY: THE ROLE CAUSE RELATED MARKETING." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.06.06.02.

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Witek, Lucyna. "CONSUMER PERCEPTION TOWARDS THE CAUSE RELATED MARKETING ON THE POLISH MARKET." In 2nd International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM2015. Stef92 Technology, 2015. http://dx.doi.org/10.5593/sgemsocial2015/b23/s7.018.

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Kuo, Ying-Feng, and Li-Te Liu. "The Effects of Framing and Cause-Related Marketing on Crowdfunding Sponsors' Intentions." In MoMM '14: The 12th International Conference on Advances in Mobile Computing and Multimedia. New York, NY, USA: ACM, 2014. http://dx.doi.org/10.1145/2684103.2684170.

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Chen, Danzhi, and Heng Du. "Cause-Related Marketing Strategy of a Transnational Supply Chain Considering Heterogeneity of Consumers' Public Welfare Preference." In 2022 International Conference on Management Engineering, Software Engineering and Service Sciences (ICMSS). IEEE, 2022. http://dx.doi.org/10.1109/icmss55574.2022.00018.

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"An Assessment of Customer Perception of Corporate Social Responsibility (CSR) Through Cause Related Marketing (CRM) Initiatives." In International Conference on Business, Law and Corporate Social Responsibility. International Centre of Economics, Humanities and Management, 2014. http://dx.doi.org/10.15242/icehm.ed1014009.

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Tan, Caroline S. L. "DOES LUXURY REALLY CARE? HOW CAUSE RELATED MARKETING SHAPES BRAND PERCEPTION AND PURCHASE INTENTION IN THE JAPANESE LUXURY MARKET." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.03.05.02.

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Ciunova-Shuleska, Anita, Nikolina Palamidovska-Sterjadovska, and Irena Bogoevska-Gavrilova. "DOES SOCIAL CAPITAL FOCUS DETERMINE USERS’ INTENTIONS TO LIKE, COMMENT AND SHARE LIFESTYLE BRAND-RELATED CONTENT ON SOCIAL MEDIA?" In Economic and Business Trends Shaping the Future. Ss Cyril and Methodius University, Faculty of Economics-Skopje, 2021. http://dx.doi.org/10.47063/ebtsf.2021.0011.

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Abstract:
The purpose of this research is to analyze the differences in users’ intentions to like, comment and share lifestyle brand-related content on social media based on the social capital focus. In this paper, social capital is conceptualized as a positive outcome of users’ interaction on social media, focusing on bonding and bridging dimensions of social capital. However, in order to examine the differences in intentions to like, comment and share between social media users with bridging and bonding focus, social capital is analyzed as a cause of social media engagement, i.e. users’ contribution in terms of liking, commenting and sharing brand-related content on social media. A survey with social media users was carried out, using questionnaires as a method of data collection. A data set of 415 effective responses is collected and ANOVA test was used. The respondents were divided into two groups: social media users with bridging focus and social media users with bonding focus. ANOVA test revealed significant differences in intention to contribute to life-style brand-related content among the social media users with different level of social capital focus. Namely, the results indicated existence of significant differences in intention to like, intention to share and intention to comment lifestyle brand-related content depending on the social media users’ social capital focus. Social media users with bridging focus showed stronger intentions to like, share and comment life-style brand-related content comparing to social media users with bonding focus. The findings of this research study may help social media marketing managers to successfully design and implement effective life-style brand-related content depending on the social capital focus of the users.
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Misankova, Maria, Jana Kliestikova, Anna Krizanova, and Tatiana Corejova. "Brand Value Assessment in Terms of Contemporary Global Challenges." In Contemporary Issues in Business, Management and Education. Vilnius Gediminas Technical University, 2017. http://dx.doi.org/10.3846/cbme.2017.065.

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Brand represents one of the most important assets of the company. Brand-managing activities are typically related to brand positioning and integration with marketing campaigns, and can involve complex decisions. The branding of an organization is indeed a dynamic system with many cause-effect relationships as well as intangible and heterogeneous variables. In order to assess the value of individual brands can be used various models developed worldwide, based on different input data and valuation methodologies. We assume that individual environment in which company operates and consumers’ perceptions in different countries influence the ability and usability of these models in other countries. Therefore, we applied chosen well-known brand value models on the set of Slovak companies and validated their assessment ability in specific condition of the Slovak Republic. This was provided by the critical comparison of calculated values with the official values of brands of these companies listed in the Slovak journal. Through this, we pointed out the importance of the development of unique brand value model, which will be constructed in the specific condition of individual countries and highlight the weak assessment ability of foreign models.
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Reports on the topic "Cause-related marketing"

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Diddi, Sonali, Cammie Hensley, and Karen Hyllegard. Consumer Attitudes towards LGBT Homeless Youth Cause Related Marketing Campaign: Application of Self Schema Theory. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1561.

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Meyers, Beth. The role of cause involvement, attitude toward cause-related marketing and perceived motivations in predicting consumers’ intentions to participate in a CRM campaign. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-948.

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Lee, Ji Yeong, and Kim K. P. Johnson. Identification with a Socially Responsible Apparel Company: Role of Cause-Related Marketing Strategy in Building Brand Loyalty. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-838.

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