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Steckstor, Denise
The effects of cause-related marketing on customers’ attitudes and buying behavior
" [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 ... "
Wiesbaden: [Gabler Verlag, ], 2012
e20397457
eBooks  Universitas Indonesia Library