LAP Lambert Academic Publishing
Consumer awareness about green marketing & effect on buying behavior
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Gabler Verlag
The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior
Product Code:
9783834932402
ISBN13:
9783834932402
Condition:
New
$61.47
The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior
$61.47
Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. Especially against the background of an increased marketing accountability, Denise Steckstor develops a comprehensive model of Cause-Related Marketing determinants and customer attitudes as well as behavior and validates it on the basis of a quasi-experimental field study. She shows that Cause-Related Marketing programs can, additionally to generating donations for the not-for-profit partner, contribute to achieving central marketing goals. Based on her findings, she provides an overview for marketing managers on how to effectively design and manage Cause-Related Marketing programs.
| Author: Denise Steckstor |
| Publisher: Gabler Verlag |
| Publication Date: Nov 14, 2011 |
| Number of Pages: 176 pages |
| Binding: Paperback or Softback |
| ISBN-10: 383493240X |
| ISBN-13: 9783834932402 |
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