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Cause Related Marketing: A substitute for direct donations?

Textbook 2014 143 Pages

Business economics - Offline Marketing and Online Marketing

Summary

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.

Details

Pages
143
Type of Edition
Erstausgabe
Year
2014
ISBN (eBook)
9783954897148
ISBN (Book)
9783954892143
File size
3.3 MB
Language
English
Catalog Number
v312681
Grade
Tags
marketing donation cause related marketing Germany direct donations

Author

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Title: Cause Related Marketing: A substitute for direct donations?