Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing (CM) programs, where a donation to a designated charitable cause is connected to the purchase of a service or product. Especially against the background of an increased marketing accountability, a model of CM determinants and customer attitudes as well as buying behavior is developed and tested on the basis of a large-scale field study. The results show that CM programs can, additionally to generating donations for the not-for-profit partner, contribute to achieving central marketing goals by strengthening a brand, enhancing customers’ price perceptions as well as by intensifying customer relationships.
«
Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing (CM) programs, where a donation to a designated charitable cause is connected to the purchase of a service or product. Especially against the background of an increased marketing accountability, a model of CM determinants and customer attitudes as well as buying behavior is developed and tested on the basis of a large-scale field study. The results show that CM...
»