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- Author: Sebastian Siebert
- Publisher: Anchor Academic Publishing
- Year: 2014
- Pages: 148
- ISBN-10: 3954892146
- ISBN-13: 9783954892143
- Format: 14.8 x 21 x 0.9 cm, softcover
- Language: English
- SAVE -10% with code: EXTRA
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Description
Despite the vast research on Cause-Related Marketing, little is known about the instrument's potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisation. The similarity with direct donations suggests that cause-marketed products bear the potential to tap the donation market. The present investigation extends prior research by identifying key drivers for purchasing cause-marketed products and its potential to gain access to the market of direct donations (Hypothesis 1). Second, the work tries to assess the geographic implications of a Cause-Related Marketing campaign (Hypothesis 2).The results of Hypothesis 1 indicate that cause-marketed products bear a potential to substitute direct donations. Findings of Hypothesis 2 show that the geographical context of a CRM campaign has implications on the cause supported by a nongovernmental organisation.
EXTRA 10 % discount with code: EXTRA
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- Author: Sebastian Siebert
- Publisher: Anchor Academic Publishing
- Year: 2014
- Pages: 148
- ISBN-10: 3954892146
- ISBN-13: 9783954892143
- Format: 14.8 x 21 x 0.9 cm, softcover
- Language: English English
Despite the vast research on Cause-Related Marketing, little is known about the instrument's potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisation. The similarity with direct donations suggests that cause-marketed products bear the potential to tap the donation market. The present investigation extends prior research by identifying key drivers for purchasing cause-marketed products and its potential to gain access to the market of direct donations (Hypothesis 1). Second, the work tries to assess the geographic implications of a Cause-Related Marketing campaign (Hypothesis 2).The results of Hypothesis 1 indicate that cause-marketed products bear a potential to substitute direct donations. Findings of Hypothesis 2 show that the geographical context of a CRM campaign has implications on the cause supported by a nongovernmental organisation.
Reviews