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¬The¬ Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior

Kataloginformation Katalogdatensatz500168802 .

Kataloginformation
Feldname	Details
Vorliegende Sprache	eng
Hinweise auf parallele Ausgaben	352273097 Buchausg. u.d.T.: ‡Steckstor, Denise: ¬The¬ effects of cause-related marketing on customers' attitudes and buying behavior
ISBN	978-3-8349-3240-2
Name	Steckstor, Denise
T I T E L	¬The¬ Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior
Verlagsort	Wiesbaden
Verlag	Gabler Verlag / Springer Fachmedien Wiesbaden GmbH
Erscheinungsjahr	2012
Erscheinungsjahr	2012
Umfang	Online-Ressource (XVI, 176p. 11 illus, digital)
Reihe	SpringerLink. Bücher
Notiz / Fußnoten	Description based upon print version of record
Weiterer Inhalt	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. 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. 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. 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. 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
Titelhinweis	Buchausg. u.d.T.: ‡Steckstor, Denise: ¬The¬ effects of cause-related marketing on customers' attitudes and buying behavior
ISBN	ISBN 978-3-8349-7078-7
Klassifikation	KJSM
	KJS
	BUS043000
	658.802
	658.8
	629.892
	HF5410-5417.5
	QP 611
Kurzbeschreibung	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
1. Schlagwortkette	Cause Related Marketing
	Kaufverhalten
	Kaufentscheidung
	Beeinflussung
1. Schlagwortkette ANZEIGE DER KETTE	Cause Related Marketing -- Kaufverhalten -- Kaufentscheidung -- Beeinflussung
2. Schlagwortkette	Cause Related Marketing
	Kaufverhalten
	Kaufentscheidung
	Beeinflussung
ANZEIGE DER KETTE	Cause Related Marketing -- Kaufverhalten -- Kaufentscheidung -- Beeinflussung
SWB-Titel-Idn	355112876
Signatur	Springer E-Book
Bemerkungen	Elektronischer Volltext - Campuslizenz
Elektronische Adresse	$uhttp://dx.doi.org/10.1007/978-3-8349-7078-7
Internetseite / Link	Volltext
Siehe auch	Inhaltsverzeichnis
Siehe auch	Volltext
Siehe auch	Cover

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