The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior [electronic resource] /
Steckstor, Denise.author.
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.
Description based upon print version of record.
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
Includes bibliographical references.
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.
Marketing.
Marketing.