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Alcheva, Valentina, Cai Yonggang i 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.
Pełny tekst źródłaAmerican 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.
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.
Pełny tekst źródłaHuppertz, 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.
Pełny tekst źródłaŠanderová, Lenka. "Cause-related marketing a principy jeho fungování". Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76081.
Pełny tekst źródłaEriksson, Isabelle, i 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.
Pełny tekst źródłaKarotchanka, 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.
Pełny tekst źródłaKuncová, Veronika. "Vnímání cause related marketingu českým spotřebitelem". Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124628.
Pełny tekst źródłaJirsáková, Šárka. "Efektivita Cause Related Marketingu v České republice". Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-11106.
Pełny tekst źródłaBeckmann, Malin, i 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.
Pełny tekst źródłaBergstén, Amanda, i 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.
Pełny tekst źródłaSJÖBERG, CAMILLA, i 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.
Pełny tekst źródłaProgram: Textilekonomutbildningen
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.
Pełny tekst źródłaBasdereff, 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.
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.
Pełny tekst źródłaAre 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
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/.
Pełny tekst źródłaHenriksson, Anna, i 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.
Pełny tekst źródłaPark, 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.
Pełny tekst źródłaKovářová, 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.
Pełny tekst źródłaYoh, Taeho. "THE EFFECTS OF CAUSE-RELATED MARKETING FOR CORPORATE TRANSGRESSIONS ON CONSUMER RESPONSES". OpenSIUC, 2018. https://opensiuc.lib.siu.edu/dissertations/1502.
Pełny tekst źródłaKim, Sukhyun. "The Effect of Consumer Identity on Marketing Strategy". Thesis, Université Paris-Saclay (ComUE), 2019. http://www.theses.fr/2019SACLH006.
Pełny tekst źródłaIn 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
Fehrm, Camilla, i 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.
Pełny tekst źródłaSterner, Linn, i 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.
Pełny tekst źródłaCause-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.
Bador, Aida, Pei San Sarah Low i 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.
Pełny tekst źródłaThe 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.
Blomstedt, Sofie, i 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.
Pełny tekst źródłaRen, 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.
Pełny tekst źródłaThis 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.
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.
Pełny tekst źródłaSharpe, 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.
Pełny tekst źródłaThis 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
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.
Pełny tekst źródłaByström, Grein Robin, i 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.
Pełny tekst źródłaZhang, 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/.
Pełny tekst źródłaWilson, 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/.
Pełny tekst źródłaLin, Yin-Yin, i 林音因. "Cause-related Marketing". Thesis, 1999. http://ndltd.ncl.edu.tw/handle/16853481490609849826.
Pełny tekst źródła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.
Chang, Chia-lin, i 張家琳. "Cause-Related Marketing in Taiwan". Thesis, 1997. http://ndltd.ncl.edu.tw/handle/95068852577047489340.
Pełny tekst źródła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.
HUANG, PEI-SHAN, i 黃珮珊. "NONPROFIT ORGANIZATION CAUSE-RELATED MARKETING STUDY". Thesis, 2003. http://ndltd.ncl.edu.tw/handle/89373904840333201730.
Pełny tekst źródła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.
Guerreiro, João. "Three essays on cause-related marketing effectiveness". Doctoral thesis, 2015. http://hdl.handle.net/10071/9677.
Pełny tekst źródłaThis 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.
Lepak, Brian M. "Enhancing cause-related marketing effectiveness through empathy". 2001. http://catalog.hathitrust.org/api/volumes/oclc/48089571.html.
Pełny tekst źródłaTypescript. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 51-58).
Hsin-YiChen i 陳心怡. "The Innovative Thought of Cause-Related Marketing". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/11487826647607005778.
Pełny tekst źródła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.
Hsu, Che-Wei, i 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.
Pełny tekst źródła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.
Yu-LunLo i 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.
Pełny tekst źródła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.
Liao, Chih-Chung, i 廖志忠. "A Study of Nonprofit Organizations on Cause-related Marketing". Thesis, 2005. http://ndltd.ncl.edu.tw/handle/71932784031967830791.
Pełny tekst źródła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.
Chen, Chun-Chia, i 陳俊嘉. "A Study of Nonprofit Organizations of Cause-related Marketing". Thesis, 2006. http://ndltd.ncl.edu.tw/handle/91391668355851032708.
Pełny tekst źródłaWen, Hsiao Szu, i 蕭思文. "A Study of Nonprofit Organizations on Cause-related Marketing". Thesis, 2000. http://ndltd.ncl.edu.tw/handle/53572554835341949917.
Pełny tekst źródła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.
游舒惠. "The research of corporate philanthropy and cause-related marketing". Thesis, 2001. http://ndltd.ncl.edu.tw/handle/29515280217704860315.
Pełny tekst źródłaLee, Jae Deock. "Cause-Related Sport Marketing and Its Effects on Consumer Behavior". 2009. http://hdl.handle.net/1969.1/ETD-TAMU-2009-08-3268.
Pełny tekst źródłaSaylor, Betsy Suzanne. "Consumers' perceptions of and responses to green cause-related marketing". 2005. http://etd.utk.edu/2005/SaylorBetsy.pdf.
Pełny tekst źródłaMuchnová, Markéta. "Adidas originals red: evelopment of a cause-related marketing plan". Master's thesis, 2014. http://hdl.handle.net/10071/10293.
Pełny tekst źródłaIn 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.
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.
Pełny tekst źródłaUm 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.
Schütz, Katharina. "Literature review on cause-related marketing from 2008 to 2018". Master's thesis, 2020. http://hdl.handle.net/10400.14/33958.
Pełny tekst źródłaA 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.
Ribeiro, Rodrigo Amaral. "Impact of the Covid-19 pandemic on cause-related marketing". Master's thesis, 2021. http://hdl.handle.net/10071/24972.
Pełny tekst źródłaA 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.
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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