| Description |
1 online resource (xvi, 176 pages) |
| Series |
Applied marketing science / Angewandte Marketingforschung |
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Gabler research |
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Gabler research. Applied marketing science.
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| Contents |
Foreword; Preface; Table of Contents; List of Figures; List of Tables; 1 Introduction; 1.1 Motivation and Purpose; 1.2 Scope and Organization; 2 Conceptual Basis and Literature Review; 2.1 The Concept of Cause-Related Marketing; 2.1.1 Relevance, Definition and Managerial Dimensions; 2.1.2 Corporate Philanthropy or Marketing? The Evaluation of CM Programs; 2.2 A Status Quo: Attitudinal and Behavioral Effects of Cause-Related Marketing; 2.2.1 Empirical Evidence on the Impact of Cause-Related Marketing on Customer Attitudes and Behavior; 2.2.2 Limitations of Extant Research |
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2.2.3 Necessity of further research3 Theoretical Foundation and Model Development: The Relationship of CM Determinants, Customer Attitudes and Buying Behavior; 3.1 Attitudinal and Behavioral Determinants of Marketing Productivity; 3.1.1 Attitudinal Variables Influencing Marketing Assets; 3.1.2 Behavioral Variables Influencing Marketing Assets; 3.2 Underlying Theories; 3.2.1 Attribution Theory; 3.2.2 Theory of Attitude Formation and Change: Elaboration Likelihood Model; 3.3 Main Effects of CM on Customer Attitudes and Behavior; 3.4 Driving Factors; 3.4.1 The Role of Charity-Brand Fit |
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3.4.2 The Role of Perceived Motivation3.4.3 The Role of Charity Involvement; 3.4.4 The Mediating Role of Customer Attitudes; 3.5 Summary; 4 Hypotheses Testing; 4.1 Methodology and Research Design; 4.1.1 Methodological Approach; 4.1.2 Quasi-Experimental Research; 4.1.3 Experimental Study Design; 4.1.4 Structural Equation Modeling; 4.1.4.1 Method; 4.1.4.2 Reliability and Validity; 4.2 Measurement of Latent Attitudinal Constructs: Customer Survey; 4.2.1 Operationalization; 4.2.2 Organization of the Study and Data Collection; 4.2.3 Sample Structure; 4.2.4 Assessment of Reliability and Validity |
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4.2.4.1 Reliability of the Measurement Model4.2.4.2 Common Method Variance; 4.2.4.3 Internal Validity of the Quasi-Experiment; 4.3 Measurement of Buying Behavior: Transactional Data; 4.3.1 Data Collection and Operationalization; 4.3.2 Validity Assessment: Differences Between Treatment and Control Group; 4.4 Main Effects of CM on Customer Attitudes; 4.4.1 Comparison of Treatment and Control Group; 4.4.2 Results; 4.5 The Effects of Driving Factors of CM on Customer Attitudes; 4.5.1 Evaluation of Model Fit; 4.5.2 Results; 4.6 Effects of CM on Buying Behavior |
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4.6.1 Main Effects of CM on Buying Behavior4.6.1.1 Comparison of Treatment and Control Group; 4.6.1.2 Results; 4.6.2 Linking CM Factors, Attitudes and Behavior; 4.6.2.1 Direct Effects of Driving Factors of CM Customer Buying Behavior; 4.6.2.2 Indirect Relationships of CM Factors and Buying Behavior; 5 Discussion of Results and Conclusions; 5.1 Theoretical and Managerial Implications; 5.2 Contribution to CM Literature; 5.3 Limitations and Directions for Future Research; 6 Bibliography |
| Summary |
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 |
| Analysis |
Economics |
|
Marketing |
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Economics/Management Science |
| Notes |
Diss.-- Technische Universität München, 2011 |
| Bibliography |
Includes bibliographical references |
| Subject |
Social marketing.
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Consumer behavior.
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Social responsibility of business.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Science économique.
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Affaires.
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Consumer behavior
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Social marketing
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Social responsibility of business
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| Genre/Form |
masters theses.
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doctoral dissertations.
|
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theses.
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dissertations.
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Academic theses
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Academic theses.
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Thèses et écrits académiques.
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| Form |
Electronic book
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| ISBN |
9783834970787 |
|
3834970786 |
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