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Cause Related Marketing From The Consumer Perspective
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Book Synopsis Cause-Related Marketing by : M. Mercedes Galan-Ladero
Download or read book Cause-Related Marketing written by M. Mercedes Galan-Ladero and published by Springer Nature. This book was released on 2021-03-27 with total page 447 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students understand how such campaigns affect for-profit and non-profit organizations, customers, and society in general. This book also offers numerous useful examples to understand the theory of cause-related marketing and how it can be applied in different countries and cultural contexts. Lecturers will find the teaching notes provided with each case useful for the classroom.
Book Synopsis Cause-related Marketing from the Consumer Perspective by : Yanli Cui
Download or read book Cause-related Marketing from the Consumer Perspective written by Yanli Cui and published by . This book was released on 2002 with total page 166 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Handbook of Research on Contemporary Consumerism by : Kaufmann, Hans Ruediger
Download or read book Handbook of Research on Contemporary Consumerism written by Kaufmann, Hans Ruediger and published by IGI Global. This book was released on 2019-09-20 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: Societal marketing has gained widespread recognition in the marketing discipline both in academia and the professional industry. The Handbook of Research on Contemporary Consumerism is an essential reference source that provides an in-depth understanding on the various aspects and issues of consumerism and reveals the critical success factors and conceptual and theoretical frameworks of these concepts from recent contexts and perspectives. Additionally, it examines the impact of identity on marketing and branding from the consumerist perspective, discusses consumerism as a source of innovation and product development, and provides insights on consumerism and profitability. Featuring research on topics such as circular economy, digital marketing, and social media, this book is ideally designed for practitioners, managers, marketers, academic researchers, and students.
Book Synopsis Cause Related Marketing by : Sue Adkins
Download or read book Cause Related Marketing written by Sue Adkins and published by Routledge. This book was released on 2007-06-01 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cause Related Marketing's time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment where price and quality are increasingly equal; where reputation and standing for something beyond the functional benefits of a product or service is all, brands are constantly competing for customer loyalty and consumer attention. 'Cause Related Marketing' is one of the most exciting areas in marketing today which benefits both business and society. 'Cause Related Marketing': * positions Cause Related Marketing in the context of marketing, corporate social responsibility and corporate community investment. * explores who cares and why, providing research analysis into corporate and consumer attitudes both in the UK and internationally. * uses The Business in the Community Cause Related Marketing Guidelines, written by Sue Adkins and introduced by HRH The Prince of Wales, providing an in depth exploration of the key principles and processes that go towards creating excellence in Cause Related Marketing. * includes vignettes and in depth case studies to provide illustrations of Cause Related Marketing through a spectrum of examples both national and international. Sue Adkins, Director of the Business in the Community's Cause Related Marketing Campaign is acknowledged as an international expert. She is recognised as having put Cause Related Marketing on the map in the UK and leading the drive to establish Cause Related Marketing as an increasingly legitimate part of the marketing mix in the UK.
Book Synopsis The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior by : Denise Steckstor
Download or read book The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior written by Denise Steckstor and published by Springer Science & Business Media. This book was released on 2011-11-06 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Cause Marketing for Nonprofits by : Jocelyne Daw
Download or read book Cause Marketing for Nonprofits written by Jocelyne Daw and published by John Wiley & Sons. This book was released on 2006-06-26 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book captures the exciting potential for business and nonprofits to partner for mutual benefit and discovery. Cause marketing aligns nonprofits and businesses to combine the power of their individual brands with a company's marketing might to achieve social and shareholder value while communicating their values. Cause Marketing for Nonprofits changes the way nonprofits view and execute cause marketing programs. It provides a wealth of hands-on, practical experience that can benefit any nonprofit organization interested in this innovative and growing form of generating revenue, building profile and achieving mission. No nonprofit can afford to ignore the contents of this important new book, the first designed specifically for the sector.
Book Synopsis Breakthrough Nonprofit Branding by : Jocelyne Daw
Download or read book Breakthrough Nonprofit Branding written by Jocelyne Daw and published by John Wiley & Sons. This book was released on 2010-10-01 with total page 341 pages. Available in PDF, EPUB and Kindle. Book excerpt: Breakthrough NONPROFIT BRANDING At a time of intense competition, low barrier to entry, and lightning-quick brand recognition, leading nonprofits are building more value-rich branding programs. They are proactively creating business models that bring their brand to life in the hearts and minds of their stakeholders. Breakthrough Nonprofit Branding demonstrates how a constituency-focused, compelling brand can revolutionize an organization and the way people view and support it. As practiced in real life, most nonprofits define “branding” as their visual identity produced to aid in awareness and fundraising. However important logos and trademarks are, this limited perspective leaves a significant amount of value on the table. Visionary, mission-driven organizations recognize brand as a bigger canvas for their work. To them, branding is the daily expression of their purpose and a way to communicate their promise to stakeholders. Their brand is their trust mark—their commitment to consistently deliver on who they are, what they stand for, and their unique benefits. Drawing on their combined seventy plus years of experience in the nonprofit and corporate sectors, the authors studied eleven visionary nonprofits to reveal the seven principles for transforming a brand from ordinary trademark to strategic competitive advantage. The groups profiled reflect a variety of sizes, breadths, regions, and issues. The common thread is that their brand work has resulted in greater social impact and vibrant growth. Through the use of case studies, Breakthrough Nonprofit Branding reveals how: A nonprofit put its renewed brand to work to propel its organization forward—despite inconsistent community support Renewed brand meaning heightened stakeholder commitment, stabilized an organization’s financial position, and empowered it to weather a roiling economy A small organization’s brand campaign resulted in exceptional growth A re-brand transformed a nonprofit, enabling it to expand from a regional to national footprint One of the largest nonprofits lost momentum and regained direction through a revitalized brand process Breakthrough Nonprofit Branding shows you how to create a brand that creates unique value, builds deep relationships, fosters loyal communities, and increases social impact. It offers a practical road map and essential tool for nonprofit leaders, board members, and volunteers, as well as communications professionals, development consultants, marketing agencies, academics, students, and all those interested in catalyzing dynamic results for the organizations they serve.
Book Synopsis Dimensions and Effects of Perceived Fit in Cause Related Marketing by : Elisabeth Hassek-Eder
Download or read book Dimensions and Effects of Perceived Fit in Cause Related Marketing written by Elisabeth Hassek-Eder and published by Sudwestdeutscher Verlag Fur Hochschulschriften AG. This book was released on 2011-12 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cause related marketing (CrM) appears to have become increasingly popular in recent years. One construct deemed central for the effectiveness of a CrM campaign is the fit that consumers perceive between the alliance partners. But which dimensions are relevant to the consumer perception of fit? And how does perceived fit influence consumer affinity towards both the nonprofit-organisation and the company involved in CrM? Based on a well-structured review of research into the construct of fit, Elisabeth Hassek-Eder develops a model of dimensions of fit potentially relevant in a CrM setting. This model is subsequently substantiated and refined in an empirical study and yields a number of dimensions of fit that for-profit companies and nonprofit-organisations can resort to when looking for a suitable CrM partner. Moreover, the author provides empirical evidence which suggests that perceived fit affects affinity towards both alliance partners differently: whereas for-profit companies and their brands stand to gain from high perceived fit, nonprofit-organisations appear to face a higher risk of losing esteem as a consequence of their CrM commitment.
Book Synopsis Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior by : Soares, Ana Maria
Download or read book Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior written by Soares, Ana Maria and published by IGI Global. This book was released on 2020-02-21 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unprecedented changes in consumer shopping habits pose major challenges for retailers who need to consider the multidimensional nature of shopping in order to design and provide engaging consumer experiences. The intersection between in-store and online shopping is also fundamental to meet the fast-changing consumer behavior. Comprehending how environmental and sensory dimensions, leisure, entertainment, and social interactions influence shopper emotions may enhance the shopping experience. Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior is an essential reference source that discusses methods for enhancing the shopping experience in an era of competition among shopping offline- and online-destinations, as well as predicting emerging changes in consumer behavior and shopping destinations and new technologies in retailing. Featuring research on topics such as consumer dynamics, experimental marketing, and retail technology, this book is ideally designed for retail managers, designers, advertisers, marketers, customer service representatives, merchandisers, industry professionals, academicians, researchers, students, and practitioners.
Download or read book Brand Spirit written by Hamish Pringle and published by John Wiley & Sons. This book was released on 2001-03-12 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Spirit examines the business benefits of cause related marketing and demonstrates how a marketeer can harness these benefits and power to promote a product, service or corporate brand.
Book Synopsis Cause Related Marketing by : Anna Lena Bischoff
Download or read book Cause Related Marketing written by Anna Lena Bischoff and published by GRIN Verlag. This book was released on 2012-02 with total page 89 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Hamburg (Lehrstuhl für BWL, insbesondere marktorientiertes Medienmanagement), course: Marketing, language: English, abstract: The combination of efforts of Profit-Organizations (POs) and Non-Profit-Organizations(NPOs) to benefit from a collaboration has gained increased attention throughout the last couple of years (Belch & Belch, 2004). Events such as the BP oil leak in the Gulf of Mexico, the Enron scandal or the fraudulent participation of investment banks in the most recent financial crisis have fueled the discussion of ethical codes of conduct for corporations, their social responsibility in society and thus their social commitment(Kotler & Lee, 2005), (Hess, Rogovsky, & Dunfee, 2002), (Horrigan, 2010). The contribution of business entities in social causes made them consider their possibilities to not only act socially responsible, but profitable at the same time (Zdravkovic, Magnusson, & Stanley, 2010). This called marketers to action, designing strategies that would highlight a company's willingness to do good, advance the company's reputable image, enhance customer retention and increase sales (ib.).The success of this new and uprising type of marketing, CRM, is determined by many factors, one of them being the fit of the collaborating partners (Fries, 2010). The aim of this work is the presentation of the current state of research of the success of CRM. A further objective of this thesis is the systematic elaboration of empirical studies to draw conclusions about possible effects on the success of CRM campaigns.
Book Synopsis Encyclopedia of Corporate Social Responsibility by : Samuel O. Idowu
Download or read book Encyclopedia of Corporate Social Responsibility written by Samuel O. Idowu and published by Springer. This book was released on 2013-01-27 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The role of Corporate Social Responsibility in the business world has developed from a fig leaf marketing front into an important aspect of corporate behavior over the past several years. Sustainable strategies are valued, desired and deployed more and more by relevant players in many industries all over the world. Both research and corporate practice therefore see CSR as a guiding principle for business success. The “Encyclopedia of Corporate Social Responsibility” has been conceived to assist researchers and practitioners to align business and societal objectives. All actors in the field will find reliable and up to date definitions and explanations of the key terms of CSR in this authoritative and comprehensive reference work. Leading experts from the global CSR community have contributed to make the “Encyclopedia of Corporate Social Responsibility” the definitive resource for this field of research and practice.
Download or read book Good Works! written by Philip Kotler and published by John Wiley & Sons. This book was released on 2012-05-22 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Businesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how! Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results. Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success.
Book Synopsis Advances in Consumer Research Vol. 36 by : Ann L. McGill
Download or read book Advances in Consumer Research Vol. 36 written by Ann L. McGill and published by . This book was released on 2009-05 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Cause-related Marketing: The Influence of the fit among partners, brands and cause by : Anna Lena Bischoff
Download or read book Cause-related Marketing: The Influence of the fit among partners, brands and cause written by Anna Lena Bischoff and published by diplom.de. This book was released on 2014-03-14 with total page 41 pages. Available in PDF, EPUB and Kindle. Book excerpt: The combination of efforts of Profit-Organizations and Non-Profit-Organizations to benefit from a collaboration has gained increased attention throughout the last couple of years. Events such as the BP oil leak in the Gulf of Mexico, the Enron scandal or the fraudulent participation of investment banks in the most recent financial crisis have fueled the discussion of ethical codes of conduct for corporations, their social responsibility in society and thus their social commitment. The contribution of business entities in social causes made them consider their possibilities to not only act socially responsible, but profitable at the same time. This called marketers to action, designing a new type of marketing, CRM, that would highlight a company’s willingness to do good, advance the company’s reputable image, enhance customer retention and increase sales.The aim of this study is the presentation of the current state of research on the impact of fit on the success of CRM. A further objective is the systematic elaboration of empirical studies to identify interactions on the fit and draw conclusions about possible effects on the success of CRM campaigns.
Book Synopsis Cause-Related Marketing by : Jenny Graff
Download or read book Cause-Related Marketing written by Jenny Graff and published by diplom.de. This book was released on 2003-03-11 with total page 66 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: Cause-related marketing (CRM) has become a widely discussed topic as well as an increasingly important marketing technique. In this paper, the subject is analysed not from the usual perspective of companies, but from the charities point of view, focusing on the example of British cancer charities. The study shows that cause-related marketing has developed in context of a changing business environment and growing customer demand. Its relevance is highlighted with regard to consumer behaviour theories, introducing CRM as an innovative and promising marketing tool. From the fierce competition in today s market-place for charities and the changing attitude of donors, emerges the need for new charity marketing techniques. CRM is already widely used in the marketing of cancer-related organisations, as show various examples outlined in the text. However, the potential is not yet fully exploited and some substantial problems remain, especially in terms of company cooperation and missing empirical data. As a result of the investigation, cancer charities are recommended to extend their CRM activities, to prepare for the arising tasks internally and to communicate their programmes openly to the public. Additionally, extensive future research is suggested to gain more knowledge about the effects of cause-related marketing. This study comprises comprehensive material from secondary sources, such as books, articles and reports, along with extensive Internet research. Complementary, an in-depth interview provides insight into the work of Cancer Research UK. The findings of this paper are of special interest for charities and companies alike, as well as for marketing students and lecturers. Inhaltsverzeichnis:Table of Contents: 1.Introduction5 1.1Scope and Objectives of the Paper5 1.2Structure of the Study6 2.Methodology7 2.1Secondary Research7 2.2Primary Research8 2.3Case Study Approach8 PART I - CAUSE-RELATED MARKETING AS A MARKETING TOOL9 3.Background and Implications of Cause-related Marketing10 3.1The Rise of Corporate Social Responsibility10 3.2The History and Development of Cause-related Marketing12 3.3The Definition of Cause-related Marketing13 3.4Different Types of CRM Activities14 3.4.1Product Endorsement14 3.4.2Non-sales Orientated CRM14 3.4.3CRM Advertising and Sponsorship14 3.4.4CRM Community Partnerships14 4.Cause-related Marketing and Consumer Behaviour15 4.1Maslow s Hierarchy of Needs and the [...]
Book Synopsis Cause Related Marketing: A substitute for direct donations? by : Sebastian Siebert
Download or read book Cause Related Marketing: A substitute for direct donations? written by Sebastian Siebert and published by diplom.de. This book was released on 2014-02-01 with total page 143 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
