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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SJÖBERG, CAMILLA, and INGRID LUDVIGSON. "Cause Related Marketing : En strategi för en Rosa framtid." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20714.
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I ett samhälle där det råder allt större konkurrens mellan företag och produkter, och då kunderna blir allt mer krävande, har Cause Related Marketing (CRM) blivit något av en unik win-win strategi. CRM innebär att ett företag tillsammans med en välgörenhetsorganisation skapar ett samarbete för att marknadsföra och sälja en produkt för välgörande ändamål och därmed nå ömsesidig vinst.Syftet med uppsatsen är att se vilka effekter CRM kan ha i jämförelse med traditionell marknadsföring. Vi har valt att undersöka varför företag väljer att engagera sig i välgörenhet och om man kan använda ett sådant samarbete som ett marknadsföringsverktyg.Den metod vi använt för studien är en kvalitativ metod. Till vår hjälp har vi använt oss av tidigare forskning inom ämnet samt genomfört intervjuer med företag som varit relevanta för studien. Företagen som medverkar är verksamma inom detaljhandel eller dagligvaruhandel och samtliga har valt att engagera sig i Rosa Bandet.Slutsatser som dragits genom studien är att CRM är en strategi som alla företag inom detaljhandel och dagligvaruhandel kan använda sig av. Vi har kommit fram till att CRM bör användas i kombination med traditionell marknadsföring för att optimera de positiva effekterna. Genom ett samarbete med en välgörenhetsorganisation kan ett företag nå effekter som ökad försäljning, merförsäljning, större lojalitet från kunderna och kan stärka sitt varumärke. Vi anser att strategin kan bidra till en hållbar utveckling, vilket är något som är högaktuellt på dagens marknad.In a world where competition between companies and products is constantly increasing and consumers are becoming more demanding, Cause Related Marketing (CRM) has become somewhat of a unique win-win strategy. This means that a company collaborates with a charitable organization to promote and sell a product to make a mutual profit.The purpose of this thesis is to point out the potential effects of CRM in comparison to traditional marketing. We have chosen to investigate why companies choose to engage in charity and if this type of collaboration can work as a tool for a better marketing strategy.The method we have used to write this thesis is a qualitative method. We have used previous research within the subject as well as interviewed companies relevant to the study. The companies that have participated are in the retail business and they have all engaged in the Pink Ribbon charity.Through the study, we have been able to draw the conclusion that CRM is a useful strategy to any company in the business of manufacturing and selling of goods. However, CRM should be used in combination with traditional marketing to optimize the positive effects. Through a collaboration with a charitable organization a company can increase sales, gain loyalty from their customers an strengthen it’s brand. We believe that the strategy contributes to a globally sustainable development, which currently is a hot topic on today’s market.Program: Textilekonomutbildningen
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O'Brien, Charles G. "Building a Case for the Unfamiliar Cause in Cause-Related Marketing: The Importance of Cause Vested Interest." [Tampa, Fla.] : University of South Florida, 2004. http://purl.fcla.edu/fcla/etd/SFE0000478.
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Basdereff, Donatella Françoise Nathalie. "Social cause marketing & women empowerment: explanatory case study of a women empowerment cause-related marketing initiative in Brazil." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/17758.
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Cause-related marketing may offer opportunities that can contribute to women’s empowerment while having a positive impact on companies leading such programs. This paper seeks to broaden the existing understanding of women empowerment and entrepreneurship by focusing on the less-studied contemporary phenomenon of women empowerment cause-related marketing. A case study analysis was used to assess two main areas of interest: (1) elements of empowerment social-cause marketing embedded in the program, and (2) individual perceptions of empowerment by participants. The paper revealed that in the case studied (1) this recent corporate practice is a win-win situation using traditional elements of both women empowerment and cause-related marketing practices and, (2) empowers participants mainly in psychological, economic, sociocultural and familial and interpersonal dimensions of their lives.
Marketing para causas sociais pode oferecer oportunidades de contribuir ao empoderamento das mulheres ao mesmo tempo que tem um impacto positivo para empresas liderando aqueles programas. Este trabalho procura ampliar o conhecimento atual sobre o empoderamento e empreendedorismo feminino apoiando-se no recém fenômeno menos estudado de marketing para causas sociais de empoderamento feminino. Uma analise de estudo de caso procurou determinar duas áreas de interesse: (1) elementos de empoderamento e marketing para causas sociais incorporados ao programa, e (2) percepções individuais de empoderamento pelas próprias participantes. O estudou demostrou que no caso estudado (1) essa recém tendência corporativa é uma estratégia 'win-win' que usa elementos tradicionais de ambos empoderamento feminino e marketing para causas sociais; (2) empodera as participantes nas áreas psicológica, econômica, sociocultural e familiar e interpessoal das suas vidas.
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Zhou, Na 1982. "Attitudinal Difference toward Cause-related Marketing: The Role of Product Involvement." Thesis, University of Oregon, 2009. http://hdl.handle.net/1794/9834.
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xi, 47 p. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number.Are consumers more likely to favor brands offered by companies that engage in cause-related marketing (CRM)? This study investigated the effect ofCRM messages on consumers' attitudes toward the sponsoring companies, brand preferences, purchase intentions, and recommendations to others based on personal involvement with the products. Participants were invited to take an online survey to evaluate four print advertisements. Zaichkowsky's Personal Involvement Inventory was applied to measure consumers' involvement with the products. The results suggest that when involvement is high, consumers develop more favorable responses toward the companies with CRM messages than those companies without CRM messages. When involvement is low, however, consumers' responses toward the sponsoring companies vary. In short, the positive effect ofthe perceived CRM advantages is found contingent upon consumers' involvement with the product. Theoretical and practical implications are discussed.
Adviser: Kim Sheehan
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Hunter, Katherine V. "Cause-related marketing for breast cancer investigating tools for partnerships /." Connect to this title online, 2007. http://etd.lib.clemson.edu/documents/1181668187/.
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Henriksson, Anna, and My Persson. "Själviska millennials: klimathjältar? : Hur cause related marketing främjar hållbar konsumtion." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172115.
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Ett hållbart agerande har gått från att vara en trend till att bli ett måste för välfärden av framtida generationer. EU har genom sina hållbarhetsmål försökt påverka länder att bli mer klimatsmarta, vilket både företag och konsumenter är eniga om är ett orosmoment som måste förbättras. Den största konsumentgruppen i Sverige är millennials och de har ett attityd- beteende gap gentemot hållbar konsumtion. De tycker det är viktigt att konsumera hållbart men agerar inte enlighet med detta. Genom cause related marketing (CRM), kan företag influera konsumenter att stödja ett gott syfte genom konsumtion samtidigt som de själva tjänar på det. Att arbeta mot ett specifikt syfte är en trend som lär hålla i sig men det är viktigt att företag tänker igenom sin kampanj innan de marknadsför den. Tidigare studier på CRM har nämligen visat att millennials kan vara kritiska mot denna typ av marknadsföringsstrategi, men om företagen använder det på rätt sätt så kan det vara gynnsamt för både konsumenter, företag och syfte. Våra fokusområden i denna studie är hållbar konsumtion, millennials och CRM, vilka vi valt att kombinera till en frågeställningen som lyder: Hur motiveras millennials till hållbar konsumtion genom CRM? Studien syftar till att skapa en djupare förståelse för millennials motiv för hållbar konsumtion och hur CRM kan uppmuntra detta. Studien har utgått från tidigare forskning inom de två ämnesområdena hållbar konsumtion och CRM, för att sedan knytas samman genom konsumenters bakomliggande motiv. Detta sammanställdes i en teoretisk modell för hur CRM spelar in på hållbar konsumtion. Studien har en kvalitativ karaktär där åtta semi-strukturerade djupintervjuer genomfördes i kombination med projektiva tekniker. Respondenterna valdes ut genom ett bekvämlighetsurval, och den insamlade datan transkriberades för att senare kodas. En tematisk analys har genomförts för att analysera empirin, och resulterade i fyra globala teman: hållbara influenser, uppmuntran, insikt och autencitet. Resultatet visar att det framförallt är genom egoistiska motiv som millennials motiveras till hållbar konsumtion. De altruistiska motiven har också en betydande roll, men av en indirekt karaktär, medan egoistiska motiv har en direkt påverkan på köpintentionen. Dock måste millennials vara mottagliga för CRM för att överväga att köpa produkter från en CRM kampanj. Vi vill även poängtera vikten av en väl utformad kampanj, då detta kan väga upp för andra bristande faktorer. CRM har således potential att minska attityd-beteende gapet och motivera millennials till hållbar konsumtion. Slutligen diskuteras teoretiskt bidrag, praktiska rekommendationer till företag, direktioner för fortsatt forskning samt samhälleliga och etiska implikationer.
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Park, Boram. "Millennial Consumers’ Cause-Related Product Purchase Decision-Making Process and the Influence of Social Media." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1406211481.
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Kovářová, Michaela. "Vliv cause related marketingu na spotřebitele v ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201663.
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The thesis deals with the impact of cause related marketing campaigns on the customers in the Czech Republic. The thesis is divided into theoretical and practical parts. Within the theoretical part, the attention is paid to the determination of CRM, as well as to the CSR concept, on whose grounds CRM is based on. For the findings about the situation on the Czech market regarding CRM, chosen CRM campaigns were analyzed together with its particular campaign characteristic, which cause the campaign to be un/successful. Because commercial subjects evaluate the campaigns according to the gathered amount of money, it is difficult to find out the real impact of CRM campaigns. Therefore, the own survey became a part of the practical part of the thesis with the aim to find out this impact directly from the customers. The results were compared with the American studies and are summed up into the ideal campaign, which is introduced on the chosen bank company.
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Yoh, Taeho. "THE EFFECTS OF CAUSE-RELATED MARKETING FOR CORPORATE TRANSGRESSIONS ON CONSUMER RESPONSES." OpenSIUC, 2018. https://opensiuc.lib.siu.edu/dissertations/1502.
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As companies commit an increasing number of socially irresponsible behaviors, high profile corporate transgressions have become major social problems in many countries. Corporate transgressions are defined as serious violations of social norms and standards (White, Bandura, & Bero, 2009). Corporate transgressions tend to detrimentally affect the relationship between companies and their consumers, leading to negative consumer responses to the brand and product (Aaker, 2012; Lindenmeier, Schleer, & Pricl, 2011; Ingram, Skinner, & Tayler, 2005). Many companies use short-term marketing activities to improve consumer responses; however, these recovery strategies have temporary effects (Beverland, Chung, & Kates, 2009). There is no doubt that building long-term relationships with consumers is vital for companies to promote positive responses. Cause-related marketing (CRM) has been one of the most widely used activities to build long-term relationships with consumers because it can demonstrate a company’s sincere commitment to social responsibility (Ailawadi & Keller, 2004; Gupta & Pirsch, 2006; Kotler & Keller, 2006; Nan & Heo, 2007; Varadarajan & Menon,1988). Despite the fact that CRM can help build long-term relationships with consumers, there is a dearth of empirical study on the effectiveness of CRM as a corporate crisis recovery strategy. The purpose of this study is to investigate the effectiveness of CRM as a recovery strategy in changing consumers’ psychological (attitudes) and behavioral (purchase intentions) responses after corporate transgressions. More specifically, this study will examine the effects of corporate commitment types (time vs financial), degrees (long-term vs short-term and large vs small amount), and fit (high vs low) conditions between a cause and a company on consumer responses. A total of 213 college students (94 women, 119 men), between the ages of 18 and 25, participated in this experimental study. The participants were randomly assigned to one of eight between-subjects treatment conditions in which they read two short scenarios about a company’s (Brand X) corporate transgression and commitment to a CRM (sponsoring the Special Olympic games or the Human Society) campaign. Manipulation checks were conducted on time commitment, financial commitment, and fit conditions. The results of CFA, using LISREL 9.1, support the reliability and validity of all measures. The composite reliabilities (Cronbach's α) of the two constructs (attitudes and purchase intentions) are .72 and .798 respectively. The average variance extracted (AVE) of the attitudes (.593) and the purchase intentions (.611). For the convergent validity, all estimated loadings of indicators for the underlying constructs are significant (the smallest t-value = 4.32, p < .05). For the discriminant validity, as indicated earlier, AVEs for two constructs are, .593 for consumer attitudes and .611 for consumer purchase intentions, are greater than the squared correlation (.454) between two constructs. In addition, the goodness-of-fit statistics show a good overall fit (χ2 = 131. 57, p > .01, CFI= .94, GFI = .93, and RMSEA = .051). The results of the current study revealed that the company’s long-term and large financial commitments to a CRM campaign significantly changed participants' psychological and behavioral responses. However, the fit conditions did not significantly affect consumers’ response changes. The 2 x 2 x 2 interaction effects revealed that the time commitments play a more significant role in changing consumer responses than financial commitments and fit conditions. Furthermore, the combination of a long-term and a large financial commitment with a high fit condition showed the most significant consumer response changes. These findings support the fact that consumers value a company’s CRM activities when they are aware of the company’s sincere commitment. Hence, it is vital for marketing managers to demonstrate their consistently support to causes, rather than making a quick decision to engage in CRM activities. In addition, the findings of this study confirm that gaining positive responses from consumers takes a great effort for companies. Thus, companies should be conscious not to commit socially irresponsible behaviors that damage their relationships with consumers.
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Kim, Sukhyun. "The Effect of Consumer Identity on Marketing Strategy." Thesis, Université Paris-Saclay (ComUE), 2019. http://www.theses.fr/2019SACLH006.
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Au sein de cette thèse, j’examine l’influence de l’identité du consommateur (ex. matérialisme, construction de soi) sur les stratégies marketing ciblant les jeunes consommateurs (millénaire).Dans l’Essai 1, j’explore comment les consommateurs matérialistes peuvent être encouragés à agir de manière pro-sociale en actionnant leur motivation de recherche de prestige pendant la consommation de produits de luxe et comment les marques de luxe peuvent maximiser la participation des consommateurs via des campagnes de cause-related marketing centrées sur le produit.Dans l’Essai 2, je déploie la théorie des coûts d’interaction sociale plus bas pour étudier les effets de l’individualisme (vs. collectivisme) sur le choix de répondre à son besoin d’appartenance via l’interaction sociale digitalement-médiéeIn this dissertation, I examine the influence of consumer identity (e.g., materialism, self-construal) on marketing strategy targeting young consumers (i.e., millennials).In Essay 1, I explore how materialistic consumers can be nudged to act prosocially by leveraging their status-seeking motivations in the context of luxury consumption, and luxury brands will maximize participation of consumers by utilizing product-linked cause-related marketing (CRM) campaigns.In Essay 2, I investigate the effects of individualism (vs. collectivism) on preferences for meeting belonging needs through digitally mediated social interaction, through the lens of lower social interaction costs
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Fehrm, Camilla, and Erik Wikström. "Cause-Related Marketing : En undersökning av generation y’s attityder till CRM-begreppet." Thesis, Uppsala University, Department of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-126040.
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Sterner, Linn, and Linnea Jönsson. "Cause Related Marketing : En studie i hur företag praktiskt arbetar med CRM." Thesis, Uppsala University, Department of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-106473.
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Cause-Related Marketing (CRM) is not a completely new phenomenon, yet an idea whose time has truly come. To have commercial organizations cooperate with charity organizations for mutual profit is a "win-win-win" situation. The company gets added value to its brand, the charity organization gets to collect more money that it otherwise wouldn't and the customer gains a feeling that he or she has contributed to the society.
The purpose of this thesis is to study how a company, in practice, works with CRM marketing. How do they choose which charity organization to work with,what type of product is most appropriate to market with CRM and how is the CRM campaign designed? A theoretical model is then formed to answer these questions, after a thorough research of relevant theory on the subject. Through a qualitative multiple case study we thereafter studied this at three large companies on the Swedish market, ICA, Kellogg's and Lindex.
Our findings showed that all three companies work very similar with these issues. They cooperate with large well known charity organizations and they think that it's very important that the product and the cause match each other. The products are consistently low involvement products, which is also shown in the theoretical model. The CRM campaign lasts for a shorter period of time and the message is clear so it fast and easy will reach the customers.
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Bador, Aida, Pei San Sarah Low, and Meriem Manouchi. "Cause-Related Marketing : How Swedish fashion retailers increase purchase intentions by doing good." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12709.
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The aim of this study is to investigate what factors are important when implementing cause-related marketing within the Swedish fashion retail market, in order to change the purchase intention of customers. Cause-related marketing (CRM) is a widely used marketing tool within the Swedish fashion industry. There has been an increasing trend of using cause-related marketing as part of corporate social responsibility strategy. Companies increasingly believe that associating their corporate identity with good causes can be an effective marketing tool. There is limited research about CRM with a bearing on the Swedish market and the fashion industry. This has given the authors an interesting field for research and analysis.
A quantitative method was used to collect primary data. A survey was conducted among customers of H&M, Lindex, Mango and Indiska. These companies were chosen after the observation of a large amount of Swedish based fashion retailers and their involvement within CRM. The results indicate that there is a link between cause-related marketing and customer purchase intentions. CRM campaigns have positive effects on customers by increasing their purchase intentions. Marketing communication, price, customer attitude and fit are important factors that affect the purchase of CRM products. A further investigation can be useful for companies and researchers in the field of marketing strategies.
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Blomstedt, Sofie, and Sisela Rosman. "Generation Ys attityder till Cause-related marketing : Hur påverkar välgörande ändamål företagens varumärkesbild?" Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-26261.
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Ren, Doutian. "Perceived effects of a cause-related marketing program on Minnesota K-12 schools." Thesis, Saint Mary's University of Minnesota, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3711333.
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This is a posttest only, with control-group experimental research, which aimed to evaluate the changes in performance of kindergarten through 12th grade (K-12) schools in Minnesota from a perspective of principals and administrators, as a result of having participated in Target's Take Charge of Education program, one of the largest cause-related marketing (CRM) education-based campaigns in the United States. To evaluate the performance improvement, a Program Survey was designed to collect data from school principals and administrators. The general findings of this dissertation research confirmed that the overall performance of Minnesota K-12 schools had been improved, from the perspective of principals and administrators, by participating in a CRM program. Additionally, the dissertation research findings also showed that there were positive impacts of CRM program on both public schools and nonpublic schools. Specifically, all five dimensions of school performance examined in this research, which contained mission, finance, customers, internal process, and learning and growth, had also improved significantly from the perception of Minnesota K-12 schools' principals and administrators. In future studies, the impact of CRM programs on educational institutions, specifically, the impacts of CRM on students could be assessed from more various aspects. Furthermore, it would be worthwhile to discover the possible relationships between the amounts received from a CRM program and the impact of the program on educational institutions in the future studies.
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Phillips, Alicia Elizabeth. "Purchasing for a Cause : Millennials' Perceptions of the Cause-Related Marketing Campaigns of Susan G. Komen for the Cure." Thesis, North Dakota State University, 2011. https://hdl.handle.net/10365/29602.
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Millennials make up the largest generation to date and are highly involved in the support of social causes. Due to their philanthropic interests, Millennials have recently become the target of cause-marketing campaigns. Two studies utilizing focus groups were conducted with 70 college students in order to study the Millennial generation's perception of cause-related marketing campaigns. Study 1 focused on Millennials' general perceptions of cause-related marketing. Study 2 examined the Symbiotic Sustainability Model by focusing on Millennials' perceptions of partner number and relationships of a specific NGO (non-governmental organization), Susan G. Komen for the Cure. Focus group data
from both studies indicated that Millennials were very familiar with cause-related marketing campaigns and see the marketing on a daily basis. Participants noted that donation amounts, donation methods, partner congruency, and transparency were all important factors in evaluating cause-related marketing campaigns. The participants were optimistic about cause-related marketing in theory. but were resentful of corporations and sympathetic of NGOs in the examples that they gave. Susan G. Komen for the Cure was seen negatively because they were perceived as monopolizing and dominating the cause market. Participants also believed that pink ribbon breast cancer marketing was too common and had negative effects on pink cause-related marketing campaigns.
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Sharpe, Jot. "A Matter of Influence| The Partner's Brand Impact on Nonprofits in Cause-Related Marketing." Thesis, Golden Gate University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10995640.
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This research examined the impact of the choice of the corporate cause-related marketing partner the nonprofit's brand personality as well as consumers' perceptions of the nonprofit when participating in cause-related marketing campaigns. A field experiment was conducted with 433 participants using different for-profit partners in a cause-related marketing campaign I developed. Dependent measures included brand personality type and attitude toward the nonprofit. Results showed that consumers' perceptions of the nonprofit brand personality do move in the direction of the brand personality of the corporate partner. However, results also showed that the consumer's perception of the nonprofit was not enhanced when participating in a cause-related marketing campaign.
Keywords: cause-related marketing, nonprofits, brand personality, nonprofit brand personality
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Kaczkowska, Beata A. "Attitudes Toward and Effectiveness of the Cause-Related Marketing Initiatives in the Polish Culture." Scholarly Repository, 2008. http://scholarlyrepository.miami.edu/oa_theses/131.
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The study examines attitudes toward and effectiveness of cause-related marketing initiatives in Poland. As the results indicate, the factors, which lead to the popularity and effectiveness of the cause-related marketing initiatives in the United States and the United Kingdom, lack in the Polish culture. Even though CRM is popular in Poland, it does not influence the purchase decisions. Poles do not have any expectations toward businesses in the area of corporate social responsibility. They believe that the government should take the responsibility for solving social issues, and value only the functional dimensions of the products, because their emotional needs are fully satisfied by their families, friends and religion.
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Byström, Grein Robin, and Simon Hedin. "Win-win-win? : En kvalitativ fallstudie om fem organisationers användande av cause-related marketing." Thesis, Mittuniversitetet, Avdelningen för medie- och kommunikationsvetenskap, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-21559.
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Denna studie är ett fall av organisationers användande av cause-related marketing. Syftet är att beskriva utvalda organisationers strategier med och användande av specifika cause-related marketing-aktiviteter. Organisationers vilja att bygga relationer med intressenter ökar ständigt och det blir allt mer populärt bland organisationer att ta ett socialt ansvar i hopp om att förbättra denna relation. Att organisationer säljer produkter och donerar en summa till välgörenhet benämns cause-related marketing och är ett vanligt välgörenhetsinitiativ vilket ofta upplevs positivt. Dock finns en skepticism mot organisationers användande av detta verktyg då intressenter i vissa fall ifrågasätter organisationers bakomliggande motiv. Detta innebär att utformningen av varje specifik cause-related marketing-aktivitet är avgörande för dess framgång. För att besvara syftet med denna studie har samtalsintervjuer och en kvalitativ innehållsanalys använts. Apoteket, Boomerang, Ica, Kappahl och Ur&Penn är de organisationer som studien undersöker och en respondent, som varit delaktigt vid framtagandet av deras cause-related marketing-aktiviteter, från respektive organisation har intervjuats. Den kvalitativa innehållsanalysen undersöker de fem valda organisationernas exponering av specifika cause-related marketing-aktiviteter i butik. Resultatet från denna studie visar att organisationernas övergripande anledningar till varför de använder CRM är framförallt för att förbättra eller behålla en god image. Det som framkommer är att organisationernas grundläggande strategier kring och anledningar med användandet av CRM till viss del stämmer överens med hur CRM-aktiviteterna är utformade. Emellertid kan vissa beståndsdelar i studerade CRM-aktiviteter framkalla skepticism enligt normativa teorier, vilket indikerar att CRM-aktiviteterna inte till fullo leder till en förbättrad eller behållen god image. Därmed används inte studerade CRM-aktiviteter på ett optimalt sätt för att undvika skepticism, vilket även syns i hur aktiviteterna kommuniceras i butik.
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Zhang, H. C. "Towards a greater understanding of consumer cynicism in the context of cause-related marketing." Thesis, University of Salford, 2017. http://usir.salford.ac.uk/43828/.
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Many studies have acknowledged the importance of cause-related marketing (CRM) (e.g. Steckstor, 2011; Guerreiro et al., 2016) and increasing consumer cynicism about it (e.g. Johansen, 2016). Although the topic of consumer cynicism has attracted increasing attention in contemporary research (Andersen and Johansen, 2016), an extensive review of the literature conducted for this study revealed that such studies remain on conceptual grounds (e.g. Odou and Pechpeyrou, 2011) or focus on general consumer cynicism in the marketplace (e.g. Chylinski and Chu, 2010; Helm et al., 2015; Ketron, 2016). Despite consumer cynicism being a major challenge to CRM practices (Andersen and Johansen, 2016), previous research calls for additional studies specifically relating to cynicism within a CRM context (e.g. Paek and Nelson, 2009; Chang, 2011; Hawkins, 2012). Therefore, this research aims to fill this gap in the literature. To fulfil the research aim, this study takes the philosophical position of post-positivism by applying a 2 × 2 factorial (sudden disaster versus ongoing cause and high versus low brand-cause fit) quasi-experimental design. Two focus groups were conducted to obtain relevant information to design a self-administrated questionnaire. Students were used to satisfy the requirements of an experimental design for a homogeneous sample. Out of the 420 questionnaires collected, 408 were considered to be usable for the final analysis. Attribution Theory and the TPB were used as theoretical frameworks on which to base this research. The findings add two new dimensions to theoretical knowledge in understanding consumer cynicism in a CRM context, namely, consumers’ perceptions of company motive and protest behaviour. Protest behaviour was found to be positively related to consumer cynicism in the ongoing cause groups. This finding is consistent with Attribution Theory’s suggestion that individuals are more supportive to victims affected by sudden disaster (Ellen et al., 2000; Chochinov, 2005). Attribution Theory was applied to identify the link between consumers’ perceptions of company motives, consumer cynicism and protest behaviour. Following Fiske and Taylor (1991) quasi-experimental stimuli/scenarios (high versus low brand-cause fit and ongoing cause versus sudden disaster cause) the same technique was used for this study in order to explore how individuals make causal attributions about firms’ CRM practices. Consumer cynicism was also investigated in TPB model by using indirect questioning technique. The findings of this application indicated that consumers make different causal attributions about companies’ involvement in CRM practices when they are exposed to different information sources. Consumer cynicism was investigated in TPB model by using indirect questioning technique. In addition, the findings indicated that cynical consumers have some volitional control of intention to purchase CRM products. Despite having cynicism, the increasing self-efficacy and subjective norm play an influencing role in predicting intention. This is an important contribution to knowledge both theoretically and in terms of possible intervention strategies aiming to reduce cynicism level. This research not only demonstrates the feasibility of applying Attribution Theory and TPB to understand consumer cynicism in the context of CRM, but also identifies an interesting connection between these two theories. Future studies can incorporate consumers’ perception of company motives from Attribution Theory into TPB to explore the possibility of gaining a stronger understanding of consumer cynicism in the context of CRM. A new theoretical model was suggested for a possible application in future studies.
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Wilson, Ndasi. "Online cause-related marketing : the impact of donation amount and congruence on consumers' response." Thesis, Bournemouth University, 2017. http://eprints.bournemouth.ac.uk/29865/.
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Cause-related marketing (CRM) is an increasingly popular corporate tactic, used to achieve sales promotion objective while supporting social causes. Originally, it was practised offline, and academic research on CRM has focused on that context (Ha 2008; Segev et al. 2014). However, the online medium presents unique characteristics, such as interactivity and global access, which influence marketing. Advances in digital technology and e-commerce innovations enable online marketers to target charity site visitors with their products through affiliated cause marketing (ACM) and cause- sponsorship (CS) advertisement tactics which are forms of online CRM. Typically, firms communicate an offer through an explicit donation to the charity in question, contingent on purchases made via a banner advertisement linked from the brand’s site (ACM ad format), or make a declaration of the brand's association with the charity (CS ad format). In light of this, this study investigates the impact of the main design features of the two typical forms of advertisers’ banner advert on charity websites by asking: I. Whether and how the donation amount in an ACM ad format influences consumers’ response regarding purchase intention. II. Whether and how the ad context congruence in a CS ad format influences consumers’ response regarding purchase intention. III. Do consumers respond more positively towards an ACM ad than a CS ad regarding attitudes and purchase intentions? The study uses a web-based experimental-survey design, with 538 UK national representative panel participants to generate field data. It examines this data using ANOVA and structural equation modelling (SEM) techniques. The main findings: i) support the hypothesised positive direct effects of donation amount (with respect to ACM ad format) and ad-context congruence (with respect to CS adformat) on consumers’ purchase intention; ii) the media effect in CRM demonstrates the serial mediating roles of ‘attitudes towards the ad’ and ‘perceived CSR motive of firm’ of the donation amount-purchase intention link, while ‘attitudes towards the ad’ mediates the ad-context congruence and purchase intention link; iii) charity cause involvement moderates the positive link of ad-context congruence to purchase intention; iv) attitude towards CS is found to be stronger than ACM with small donation; and iv) purchase intention towards the ACM ad formats is stronger than towards the CS ad format. The study makes theoretical and practical contributions by identifying composite models of consumers’ response towards ACM and CS tactics, with more favourable purchase intention towards ACM than CS.
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Lin, Yin-Yin, and 林音因. "Cause-related Marketing." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/16853481490609849826.
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碩士淡江大學
管理科學學系
87
Cause-related Marketing (CRM) has been fashionable for more than ten years, the past research almost adopted the quantitative research, to explore the objectives of the business or the viewpoint of consumers on CRM. This study aims to probe into the issues on CRM process and business performance by the evaluation index. This study adopts the depth interview of the qualitative research, and draw into an idea of information statement, to explore the influence factors on strategic decision and performance of business, and the result of performance assessment concerning to CRM. One to verify the availability of the theory, one to develop a better model on CRM. From the study, it is found that the influence factors on decision of CRM are the chief decision, the business characteristics, the marketing strategy, the social issue, and the situation of competitors in business. CRM is only a part of business activities, the increase in the corporation image is not significant, however the consistent support and effective presentation of taking care on social welfare are helpful to enhance brand image, and the relative market share. As for the different attitudes of employees on CRM, perhaps be related to the valuation of the cause or the type of support. The business which led first into CRM has the advantage of the developing opportunity. So the follower business of CRM should to effort on valuation of the cause and the appealing information to consumers, also ought to emphasize the product characteristics or motivation to consumers. In addition, the business can draft a better marketing strategy by the internal experiment design, and to improve participation and recognition of employees before they adopt CRM activity.
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Chang, Chia-lin, and 張家琳. "Cause-Related Marketing in Taiwan." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/95068852577047489340.
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碩士東吳大學
企業管理學系
85
Cause-Related Marketing is the process of formulating and impl-ementing marketing activities that accumulated funds by firm th cont-ribute a specified amount when customers engage in revenue-providing exchange that satisfy profit and non-profit objectives. Using Taiwan''''sbusiness as sample, this study aims to explore the relationship among Cause Related Marketing''''s objectives, influential constructs, basic corporate attributes, administrative ways and the corporate relation-ship with non- profit organization. The survey results show that Cause- Related Marketing''''s objectivescould be divided into three factors. These are enchancing corporate status, conveying social responsibility and increasing sales in orderof degree of agreement. The influential constructs could be divided into two factors, i.e. environmental factors and the internal corporatefactors. In the cooperative relationship, when basic corporate attributesare different, firms will have different proximity of relationship, timeframe of program, level of association, nature of use and number of part-icipating entities. When firms have different objectives and constructs, the cooperative relationship will also be different. In the administrative ways, if some basic corporate attributes(capital sources and amounts,industries) are different, it might influence a firm''''schoice of non-profit organization as cooperative partner. When firms have different objectives and influential constructs, the adminstrative ways aredifferent. In the analysis of corporate relationship, the proximity of rel- ationship, time frame of program, number of participating entities, levelof association,non-profit''''s awareness, non- profit''''s scale, non-profit cons-istent with firm''''s positioning and image of product, geographic scope of program and nature of use might influence a firm''''s choice of non-profits.
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HUANG, PEI-SHAN, and 黃珮珊. "NONPROFIT ORGANIZATION CAUSE-RELATED MARKETING STUDY." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/89373904840333201730.
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碩士國立臺北大學
公共行政暨政策學系
91
For years, domestic non-profit organizations have been encountering difficulties with financing. Therefore, these organizations have to be aggressive in terms of sourcing. With its obvious impact, "Cause-related Marketing" is becoming an ideal approach for practitioners. This thesis, focusing on non-profit organizations and some of the existing researches, aimed to produce quality discussion on strategies of cause-related marketing. Issues covered are as follows: 1. Summarizing literatures pertaining to cause-related marketing; 2. Analyzing relevant theories presented in the literature review; 3. Studying major cause-related marketing events, including the key factors to a successful case, and examining to what extent theory applies to actual practice; 4. Drawing conclusions and providing suggestions for non-profit organizations The thesis adopted case study to facilitate researching. Literature review and interviews are two main approaches to obtain information and materials. Moreover, the author made comparisons between cases in Chapter 6 to help further understanding. The research outcome is concluded in the last chapter which hopefully, would be of use to the organizations to construct further development.
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Guerreiro, João. "Three essays on cause-related marketing effectiveness." Doctoral thesis, 2015. http://hdl.handle.net/10071/9677.
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Esta tese aborda o impacto que as reações automáticas do nosso organismo podem
ter na escolha de produtos associados a causas sociais. A atenção dedicada aos produtos,
o arousal e o prazer resultantes do processo de compra são analisados para avaliar em
que medida influenciam a probabilidade de compra destes produtos.
Foi pedido aos participantes que elaborassem quatro escolhas diferentes com um
conjunto de opções associadas e não associadas a causas sociais. Dois displays continham
produtos hedónicos e outros dois displays continham produtos utilitários. Um dos
displays de cada tipo de produto tinha uma marca congruente com a causa-social e o
outro display tinha uma marca pouco congruente com a causa social.
Os resultados demonstram que os consumidores dão mais atenção aos produtos associados
a causas sociais (versus os restantes produtos não associados) nas escolhas
hedónicas do que nas escolhas utilitárias e que essa maior atenção se reflete em maior
probabilidade de compra nos produtos hedónicos. Os resultados mostram ainda que não
só os consumidores são mais estimulados em termos emocionais durante a escolha de
produtos hedónicos associados a causas onde há uma elevada congruência entre a causa
e a marca, como essa maior reposta emocional também se reflete em maior probabilidade
de compra. Relativamente aos produtos utilitários, esta tese demonstra que os
consumidores compram os produtos associados a causas sociais nestes casos movidos
por fatores mais racionais tais como o montante da doação e o nome da marca.This thesis discusses how organismic responses such as attention, emotional arousal and pleasure affect the choice of cause-related products. An experimental design was performed and participants were asked to make four choices as if they were in a real-shopping environment. Four displays with one causerelated and three cause-unrelated products were shown to participants. Two displays had hedonic products (high-fit brand and low-fit brand) while the other two had utilitarian products (high-fit brand and low-fit brand). Results show that consumers' attention to cause-related products is significantly higher for hedonic products than for utilitarian products. Such attention bias toward hedonic products is a significant driver of cause-related marketing effectiveness. Findings also show that hedonic cause-related products significantly increase emotional arousal but such arousal is moderated by brand-cause fit. Increases in emotional arousal and pleasure heighten the probability to choose a cause-related product. By contrast, when facing utilitarian choices, customers focus on more rational motivations such as attention to the donation amount and to the brand logo while experiencing pleasure but emotional arousal does not increase marketing effectiveness in this case.
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Lepak, Brian M. "Enhancing cause-related marketing effectiveness through empathy." 2001. http://catalog.hathitrust.org/api/volumes/oclc/48089571.html.
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Thesis (M.S.)--University of Wisconsin--Madison, 2001.Typescript. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 51-58).
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Hsin-YiChen and 陳心怡. "The Innovative Thought of Cause-Related Marketing." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/11487826647607005778.
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碩士國立成功大學
工程管理碩士在職專班
102
Since the level of consciousness related to humanitarianism and ecological sustainability has been gradually increasing, corporations and organizations advancing with the times are thinking about business models that earn profit while making positive contributions to the community as well as adopting cause-related marketing strategies. In such marketing activities, the major implementation of the objectives is intended to enhance brand value, develop sustainable businesses, achieve corporate social responsibility (CSR) activities and to raise funds for charities. The most original intention toward cause-related marketing should be based on social positive effects rather than focused on firm benefits or other quantitative indexes. If corporations merely have short-term benefits of marketing in mind but are not genuinely strengthening their levels of benevolence, this will tend to devaluate the moral core of philanthropy and obscure the links between markets, their firms, products, services and the negative impacts they can have on human welfare. The short-term benefits of cause-related marketing will belie its hidden costs. As a result, corporations must take responsibility for being concerned about solving societal problems and creating social change. Given that the issues of cause-related marketing analyzed by this study include long-term costs and the essence of philanthropy, three major issues to be addressed are as follows: sustainability of public welfare, effectiveness of the implementation of cause-related marketing, and embodying human virtue. To resolve these issues, the following TRIZ methodology was carried out: physical contradiction, technical contradiction, and substance-field analysis. Moreover, specific solutions developed and crystallized into concrete implementation proposals using TRIZ approaches were used to instill creative thinking about case-related marketing. Except for clarifying these innovative solutions, related studies or references were brought out to support the feasibility and evolution of these solutions. The study indicated that most of the solutions based on the TRIZ theory are either practical implementations or innovative schemes that are under development. Therefore, this convinced us that solutions resulting from the issues described above could provide valuable references for sustainable societal development.
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Hsu, Che-Wei, and 許哲維. "Influences of the Brand Awareness and Brand-Cause Fit on Cause-Related Marketing." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/38021567328960389333.
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碩士國立交通大學
管理科學系所
99
As times change, consumer are becoming more concerned with corporate social responsibility, which also influence attitude about company and consume behaviors, hence companies start actively thinking about performing corporate social responsibility. "Cause-related marketing(CRM)" is a new form of sales promotion, which is an offer from a part of profit purchasing the firm’s products or service to contribute a specified amount to a designated cause that satisfy organizational and individual objectives, for achieving to improve corporate profit, performing corporate social responsibility, helping the worthy causes ,and influencing consumer attitude about company. Therefore, CRM achieves a win-win-win situation. This study proposed brand awareness, brand-cause fit as two independent variables to learn how to achieve maximum effect on CRM. The study used 320 questionnaires to collect data in different ages. A total of eight different scenarios are divided into 2 × 4 (low brand awareness, high brand awareness) × (without CRM, low brand-cause fit, high brand-cause fit, disaster relief related issues).This study chose different independent variables to realize CRM in depth .The main results are as follows : First, the use of CRM is more effective than without CRM. Second, high brand awareness is more effective than low on CRM. Third, high brand-cause fit is more effective than low on CRM. Fourth, disaster relief related issues have no significant differences to high brand-cause fit and low brand-cause fit. Fifth, female is more effective than male on CRM. Sixth, perceived motivation of the firm’s support for the cause is significant on CRM. Seventh, in terms of low brand awareness, the use of CRM is more effect than without CRM. Eighth, high brand-cause fit than those without CRM can effectively enhance purchase intention, brand attitude, word of mouth,perceived quality, corporate social responsibility.
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Yu-LunLo and 羅郁倫. "Influences of the Emotional Appeals and product-cause fit on Cause-Related Marketing." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/489ffd.
Full textAbstract:
碩士國立成功大學
企業管理學系
105
SUMMARY Cause-related marketing (CRM), which integrates business goals and corporate social responsibility has recently become a trend in the whole world. It has been largely used in CRM ads. Recent studies gave recognition on its CRM effectiveness and have begun to examine potential factors. This study focuses on the impact of guilt appeal and warmth appeal and product-cause fit in in CRM ads to observe the potential factors that might affect CRM effectiveness. This study uses experimental design to examine whether the impacts of product-cause fit (high v.s. low) and the types of emotional appeals (guilt appeal vs. warmth appeal) on CRM effectiveness. Based on 2x2 factorial design, this study uses four different scenarios to measure on attitude toward brand and purchase intention. The results indicate that influences of high product-cause fit are not significant. Moreover, not significant when being exposed to emotional appeals. In addition, there is no interaction between the product-cause fit (high v.s. low) and the types of emotional appeals on CRM effectiveness. According to these findings, Company should not only think of their product with high or low product-cause fit when they design their CRM ads, company should show their CSR activity intention clearly. And then select an appropriate emotional appeal to gain the biggest impact on CRM effectiveness. Keywords: Cause-related marketing, Product-Cause fit, guilt appeal, warmth appeal, CRM effectiveness INTRODUCTION Cause-related marketing (CRM), which integrates business goals and corporate social responsibility has recently become a trend in the whole world. It has been largely used in CRM ads. Recent studies gave recognition on its CRM effectiveness and have begun to examine potential factors. This study focuses on the impact of guilt appeal and warmth appeal and product-cause fit in in CRM ads to observe the potential factors that might affect CRM effectiveness. This study uses experimental design to examine whether the impacts of product-cause fit (high v.s. low) and the types of emotional appeals (guilt appeal vs. warmth appeal) on CRM effectiveness. Based on 2x2 factorial design, this study uses four different scenarios to measure on attitude toward brand and purchase intention. The results indicate that influences of high product-cause fit are not significant. Moreover, not significant when being exposed to emotional appeals. In addition, there is no interaction between the product-cause fit (high v.s. low) and the types of emotional appeals on CRM effectiveness. According to these findings, Company should not only think of their product with high or low product-cause fit when they design their CRM ads, company should show their CSR activity intention clearly. And then select an appropriate emotional appeal to gain the biggest impact on CRM effectiveness. This study used 340 samples to do regression analysis to test the influences of the emotional appeals and product-cause fit on cause-related marketing The results are as below: 1. Product-cause fit cannot influence CRM effectiveness. 2. The types of emotional appeals cannot influence CRM effectiveness. 3. The types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness. MATERIALS AND METHODS The questionnaires are randomly collected from internet, including various types of participants, there are 340 samples in total. Operational definition and measures are according to other studies, and use 7-Point Likert Scale to quantify the result of questionnaires. This study use SPSS 22.0 to analyze data, including descriptive statistics analysis, factor analysis, reliability analysis, validity analysis, pearson correlation analysis and regression analysis. This study uses experimental design to examine whether the impacts of product-cause fit (high v.s. low) and the types of emotional appeals (guilt appeal vs. warmth appeal) on CRM effectiveness. Based on 2x2 factorial design, this study uses four different scenarios to measure on attitude toward brand and purchase intention. RESULTS AND DISCUSSION Table 1. Summary of results Proposition Result H1: Product-cause fit can positively influence CRM effectiveness. Not hold H2: The types of emotional appeals can positively influence CRM effectiveness. Not hold H3: The types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness. Not hold CONCLUSION The main points of this study are as below: 1. The effect of product-cause fit cannot positively influence CRM effectiveness. This study finds out that product-cause fit cannot influence CRM effectiveness. Whether low or high product-cause fit cannot affect CRM effectiveness, but they can gain consumers’ attention, and consumers can distinguish low or high product-cause fit in ads. 2. The types of emotional appeals cannot positively influence CRM effectiveness. This study finds out that the types of emotional appeals cannot influence CRM effectiveness. Whether guilt appeal or warmth appeal emotional appeals cannot affect CRM effectiveness, but they can gain consumers’ attention, and consumers can distinguish guilt appeal or warmth appeal emotional appeals in ads. 3. The types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness. This study finds out that the types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness, so if we combine they together, it would not show any effectiveness in ads. The limitations of this study are the way of collecting samples, diversity of samples and not include other online review content factors that may affect CRM effectiveness. The practical implications of this study are to recommend enterprise to put more attention on how to deliver their intention to do good things to consumers so that consumers will take actions to support SCR activity.
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Liao, Chih-Chung, and 廖志忠. "A Study of Nonprofit Organizations on Cause-related Marketing." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/71932784031967830791.
Full textAbstract:
碩士南華大學
非營利事業管理研究所
93
Cause-related Marketing means the cooperation between enterprises and non-profit organization. Enterprises can improve the image and increase the sales volume by this. Non-profit organization can get resources that is needed and promote the popularity of the organization. In Taiwan, most of the studies about the partner choosing between enterprise and nonprofit organization focus on the enterprise. The studies on Cause-related Marketing in the non-profit organization''s view mostly use qualitative method. This research is based on 300 large foundations in Taiwan as the sample. It uses the method of the questionnaire. We hope to understand the difference on motivation and assessment between different non-profit organizations. And we want to understand the difference of the effect caused by Cause-related Marketing. The result of this research shows that the most of non-profit organizations which have carried out Cause-related Marketing express positive attitudes to it. There are three factors for motivation, raise resources, manpower demand and personal relationship. The emphasis of estimation is corporate image, cooperative content, organization mission and corporate infrastructure. It has positive influence on the popularity of the non-profit organization and increasing of resources after cooperating with enterprise. As to different characteristics, the local foundation which is not located in northern Taiwan usually work through its members'' introduction to cooperate with enterprise. Funding is the major motivation for local foundation. And the social welfare foundations put more emphasis on the cooperated enterprise image. And they want to get more volunteer or manpower with Cause-related Marketing. The non-profit organization with website pays more attention to cooperated partner than that without website, does.
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Chen, Chun-Chia, and 陳俊嘉. "A Study of Nonprofit Organizations of Cause-related Marketing." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/91391668355851032708.
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Wen, Hsiao Szu, and 蕭思文. "A Study of Nonprofit Organizations on Cause-related Marketing." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/53572554835341949917.
Full textAbstract:
碩士國立臺灣大學
商學研究所
88
Cause-related Marketing (CRM) has been fashionable for more than ten years, the past research almost adopted the quantitative research, to explore the objectives of the businesses or the opinion of consumers on CRM. This study aims to probe into nonprofit organizations’ experiences, viewpoints and plans on CRM activities. This study adopts the depth interview of the qualitative research, and the research samples are the nonprofit organizations in Taiwan who had ever done CRM activities. From the study, it is found that the factors of the decision of collaborators are channel, financial situation, reputation and image, etc. The evaluation criteria for CRM activities are amount of fund-raising, frequency of exposure, quality and quantity of people participating in the activity. The virtual effect of CRM is increasing the fund of nonprofit organizations and raising the fame both for profit and nonprofit organizations. But the disadvantageous influence of CRM is decreasing the decision flexibility of nonprofit organizations. In a word, the success conditions for CRM are the attitude, sincerity, and comprehension between each other, the timing and the originality of CRM activities. In the future, nonprofit organizations in Taiwan will continue to take CRM activities and to develop new partners. Moreover, internet-marketing will be the trend of fund-raising for nonprofit organizations.
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游舒惠. "The research of corporate philanthropy and cause-related marketing." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/29515280217704860315.
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Lee, Jae Deock. "Cause-Related Sport Marketing and Its Effects on Consumer Behavior." 2009. http://hdl.handle.net/1969.1/ETD-TAMU-2009-08-3268.
Full textAbstract:
The objective of this dissertation was to construct a customer-based cause-related
sport marketing (CRSM) model and test the relationships among the proposed
antecedents, consequences, and moderators. Three experimental studies were executed
to achieve the research purpose. Study 1 aimed at examining how customers evaluate
cause-related marketing (CRM) campaigns of team licensed products. A choice
experiment (N=109) indicated that (a) a "social responsible" feature was the second
most important attribute for choosing a baseball cap, (b) a low-fit, but familiar, CRM
program was preferred to a high-fit, but unfamiliar, program, and (c) fan identification
moderated the impact of sport/cause fit on students' choice of team licensed products.
Study 2 investigated the impact of personality and gender on consumer attitudes
toward CRSM programs. A 2 (sport/cause fit) x 2 (motivation) within subject
experiment (N=86) found that (a) both sport/cause fit and motivation engaging in CRSM
significantly affected consumer attitudes toward CRSM, (b) females showed more
positive attitudes toward CRSM programs, and (c) Agreeableness was positively related
to consumer attitudes toward CRSM but Neuroticism was negatively associated. Study 3 centered on the direct and moderating effects of fan identification and
organizational identification on consumer attitudes toward CRSM programs using
intercollegiate sport as a context. A two-group (high vs. low-fit CRSM messages),
between subject, and post-test only experiment (N=309) denoted that (a) respondents
showed more positive attitudes toward high-fit CRSM messages, (b) both fan
identification and organizational identification moderated the effects of sport/cause fit on
attitudes, and (c) positive attitudes increased purchase intentions on the cause-related
products.
To sum up, the three experimental studies support the relationships among
antecedents, consequences, and moderators proposed in the customer-based causerelated
sport marketing model. Theoretical and practical contributions are discussed.
Finally, several limitations and future research directions are also established.
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Saylor, Betsy Suzanne. "Consumers' perceptions of and responses to green cause-related marketing." 2005. http://etd.utk.edu/2005/SaylorBetsy.pdf.
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Muchnová, Markéta. "Adidas originals red: evelopment of a cause-related marketing plan." Master's thesis, 2014. http://hdl.handle.net/10071/10293.
Full textAbstract:
JEL classification system: M14 Corporate Culture; Social Responsibility; M31 MarketingIn recent times, Corporate social responsibility (CSR) had gained a lot of importance. Companies should act responsibly in the environment they operate as well to the society for their activities. Cause-related marketing (CRM) is one of the CSR initiatives, where company partners with non-profit organization and results in strengthening of the corporate image and other benefits for all the parties involved. In this thesis is elaborated a CRM proposal for collaboration of adidas originals, a sub-brand of Adidas AG and (PRODUCT)RED, organization fighting Aids in Africa. The collaboration is applied on the new adidas originals sneaker concept ZX Flux, with the objective to support the ZX Flux with an eye catching campaign during the middle season period after its launch and most importantly, to connect adidas originals with “doing good”. The actual proposal of the collaboration is developed as a marketing plan, with the focus on the actual product. Applying a CRM campaign comes along with issues that must be considered. These issues, arising from the literature overview, are processed within the thesis in order to develop a partnership which would satisfy all parties involved, adidas originals, (RED) and potential customers.
Nos últimos anos, a Responsabilidade Social Corporativa (CSR) ganhou importância. As empresas devem agir de forma responsável no meio onde atuam, bem como nas atividades da sociedade. O Marketing Relacionado a Causas (CRM) é uma das iniciativas da CSR, onde a empresa se associa a organizações sem fins-lucrativos com o intuito de fortalecer a sua imagem e obter diversos benefícios para as diferentes partes envolvidas. Na presente tese é desenvolvida uma proposta de Marketing CRM direcionada à parceria entre a adidas Originals, uma submarca da Adidas AG, e a (PRODUCT)RED - organização que luta contra a SIDA em África. Esta parceria será aplicada ao modelo ZX Flux das novas sapatilhas Adidas Originals, com o intuito de apoiar as ZX Flux através de uma campanha atraente durante o período de meia estação, após o seu lançamento, e, principalmente, associar a adidas Originals ao “fazer o bem”. A atual proposta da parceria é desenvolvida através de um plano de marketing para o produto acima descrito. A execução de uma campanha de Marketing CRM suscita questões que devem ser consideradas, por exemplo: a escolha de um parceiro ou empresa – adaptação à causa. Estas questões, provenientes da Revisão de Literatura, são estudadas ao longo da tese com o objetivo de criar uma potencial parceria que satisfaça as partes envolvidas, adidas Originals, (RED) e possíveis clientes.
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Dias, Inês Faria Fernandes Pereira. "Cause-related marketing on Facebook : how successful is it really?" Master's thesis, 2012. http://hdl.handle.net/10400.14/15548.
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One challenge currently affecting the Third Sector is the rising number of non-profit organizations fighting for limited pools of resources and attention, which leads them to look for alternative ways to break out of the clutter. In this context, cause-related marketing is rising in popularity. This is a fundraising technique in which the donation is dependent on a consumer behavior that holds a direct connection to the firm’s financial performance, typically the purchasing of a sponsoring brand. Nevertheless, as companies and non-profits invest on online social networks and Facebook in particular as tools to relate to their publics, these practices are gradually becoming digital in nature, thus creating new challenges and opportunities. This dissertation thus aims to study this new context for cause-related marketing by exploring the value added by Facebook to its effectiveness.
The paper revolves around the case of AJUDE, a non-profit that recently engaged on a Facebook cause-related marketing campaign with Biolotus Health Care, a pharmaceutical firm. A video featuring one of the company’s brands was posted on the network informing that for every “like” it received 0.25€ would be donated to the non-profit. Through this example, students and instructors will have firsthand contact with the difficulties of devising successful cause-related marketing campaigns on Facebook and of measuring their impact afterwards. The primary market research undertaken by the author adds to this by tapping into consumers’ evaluation of online and offline formats in terms of participation intentions and attitudes towards the non-profit, the company and the campaign itself.
In the end, offline formats are more effective in generating positive attitudes towards the firm, especially regarding purchasing intentions, whereas Facebook manages to reach greater participation intentions. The author further concludes that although the campaign format does affect the program’s success, no mode can be proclaimed as the most effective by itself since it will depend on the specific strategies and investment of the organizations.Um dos maiores desafios que afectam o Terceiro Sector é o crescente número de organizações a lutar por fontes limitadas de atenção e recursos. Na busca de alternativas, campanhas de cause-related marketing estão a tornar-se cada vez mais populares. Esta é uma técnica de angariação de fundos em que a doação está dependente de um comportamento do consumidor com impacto directo na performance da empresa, no caso mais típico a compra da marca patrocinadora. No entanto, com empresas e associações a investirem nas redes sociais e no Facebook em especial como forma de se ligarem com os que os rodeiam, esta prática está gradualmente a tornar-se digital, criando novos desafios e oportunidades para as organizações. Esta dissertação pretende assim estudar este novo contexto para as campanhas de cause-related marketing, explorando o valor que o Facebook acrescenta à sua eficácia. O estudo foca-se no caso da AJUDE, uma organização sem fins lucrativos que recentemente implementou uma campanha deste tipo em parceria com a Biolotus Health Care, uma empresa farmacêutica. Um vídeo foi colocado na rede social, informando que por cada “gosto” recebido 0.25€ seriam doados à associação. Através deste exemplo, alunos e professores poderão contactar com as dificuldades de organizar e avaliar o sucesso de campanhas de cause-related marketing no Facebook. O estudo de mercado realizado acrescenta valor por investigar a avaliação do impacto destas campanhas junto dos consumidores, comparando formatos online e offline em termos de intenções de participação e atitudes geradas em relação à associação, à empresa e à campanha em si. Em conclusão, os formatos offline de cause-related marketing são mais eficazes em gerar atitudes positivas em relação à empresa, nomeadamente intenções de compra da marca patrocinadora, enquanto o Facebook atinge intenções de participação na campanha mais elevadas. No entanto, apesar do formato afectar o sucesso da estratégia, por si só nenhum dos dois tipos de campanha pode ser considerado o mais eficaz, dado que o seu sucesso depende das tácticas específicas e do investimento feito pelas organizações.
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Schütz, Katharina. "Literature review on cause-related marketing from 2008 to 2018." Master's thesis, 2020. http://hdl.handle.net/10400.14/33958.
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The research on cause-related marketing (CrM) has evolved and gained more and more interest over the past three decades since its first mention in scientific literature. It is a topic of interest for researchers coming from multiple disciplines like marketing, economics, psychology, and ethics among others. CrM is of interest for many practitioners in the field of marketing and widely used in modern day marketing. The present literature review provides an insight into the current state of the art in the research on CrM. 145 papers published in peer reviewed journals between January 2008 and December 2018 were reviewed. This paper summarizes and discusses the findings and shows gaps in the CrM literature.A investigação que tem sido feita no domínio do marketing de causa social tem evoluído e conquistador mais interesse ao longo das últimas três décadas, desde a primeira vez que foi referido na literatura científica de marketing. Trata se de um tópico com interesse para investigadores de várias disciplinas como o marketing, a economia, a psicologia e a ética, entre outros. Gestores na área do marketing manifestam também interesse na problemática do marketing de causa social, sendo cada vez mais visível a sua aplicação atualmente. A revisão de literatura a que este trabalho diz respeito proporciona insights sobre o estado atual da investigação de marketing de causa social. 145 artigos publicados em revistas com peer review, publicadas entre Janeiro de 2008 e Dezembro de 2018, foram revistos. Este artigo sumaria e discute as principais conclusões e evidencia os gaps existentes no âmbito desta temática.
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Ribeiro, Rodrigo Amaral. "Impact of the Covid-19 pandemic on cause-related marketing." Master's thesis, 2021. http://hdl.handle.net/10071/24972.
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The COVID-19 pandemic sprouted a surge of borderless societal modifications. As
individuals felt their lifestyles suddenly arriving to a halt, businesses did as well.
However, consequential of corporations’ involvement in socially responsible practices
growth, individuals have sprinkled these with added responsibility to take action in
easing the effects of the pandemic.
This research addresses the socially responsible corporate practice of Cause-Related
Marketing and seeks to fill the gaps in the literature by uncovering if or how a cause’s
temporal orientation (immediate vs ongoing) sways consumers’ behaviours, taking into
consideration the involving society’s current pandemic standpoint.
In order to study the detected gaps, two distinct causes: Banco Alimentar Contra a Fome
(immediate cause) and Liga Portuguesa Contra o Cancro (ongoing cause); are assessed.
Relying on the use of partial least squares structural equation modelling and a total of
300 consumers’ answers, a myriad of deductions are extracted.
Results show that there will be an impact on Cause-Related Marketing, since
consumers’ behaviour are set to change as a consequence of the COVID-19 pandemic.
Additionally, it is found a contrast in consumers’ responses to a Cause-Related
Marketing campaign depending on the temporal orientation of the cause. For instance,
in an ongoing cause the higher the brand-cause fit the higher the attitudes toward the
Cause-Related Marketing campaign will be, and the higher the cognitive flexibility of
their consumers the higher the impact on purchase intentions.A pandemia de COVID-19 gerou uma onda de modificações sociais sem fronteiras. À medida que os indivíduos sentiam que o seu estilo de vida abrandava repentinamente, as empresas também o sentiram. No entanto, como consequência do crescente envolvimento das corporações nas práticas socialmente responsáveis, os indivíduos pressionaram-nas para tomarem medidas de modo a aliviar os efeitos da pandemia. Esta pesquisa aborda a prática corporativa de Marketing de Causas e procura preencher as lacunas encontradas na literatura propondo a descoberta de como, ou se, a orientação temporal de uma causa (imediata vs contínua) influencia o comportamento dos consumidores; tendo em consideração a pandemia em que a sociedade se encontra envolvida, atualmente. De modo a estudar as lacunas detectadas, duas causas distintas: Banco Alimentar Contra a Fome (causa imediata) e a Liga Portuguesa Contra o Cancro (causa contínua); são analisadas. Tendo por base o uso de modelagem de equação estrutural partial least squares e um total de 300 respostas de consumidores, várias deduções são extraídas. Os resultados demonstram que haverá um impacto da pandemia no Marketing de Causas, uma vez que o comportamento dos consumidores se alterou. Além disso, é encontrado um contraste nas respostas dos consumidores a uma campanha de Marketing de Causas, dependendo da orientação temporal da causa. Por exemplo, numa causa contínua, quanto maior o fit entre a marca e a causa, maiores serão as atitudes em relação à campanha de Marketing de Causas, e quanto maior a flexibilidade cognitiva dos consumidores, maior será o impacto nas intenções de compra.
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Kalná, Petra. "Cause Related Marketing, jeho typy a příklady z českého prostředí." Master's thesis, 2014. http://www.nusl.cz/ntk/nusl-340824.
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The diploma thesis deals with Cause Related Marketing as the way of cooperation of a nonprofit organization and commercial company in the Czech environment. The presence of different types of Cause Related Marketing in the Czech Republic was investigated on the basis of the expert typology. My goal is not only to investigate the occurrence of these types, but also to analyze their representation and to determine which type prevails. In the empirical part I present concrete Cause Related Marketing campaigns with focus on their presentation on the websites of nonprofit organizations and their partner companies. Considering the website presentation of this cooperation I look for connections demonstrating the initiative that entities pursue during the campaign. The outcome of the diploma thesis is the research evaluation, recommendations for profit and nonprofit organizations and critical evaluation of this issue.