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Effects of Cause-related Marketing on Customers' Attitudes and Buying Behavior

af Denise Steckstor

indgår i Applied Marketing Science/Angewandte Marketingforschung serien

Effects of Cause-related Marketing on Customers' Attitudes and Buying Behavior af Denise Steckstor
Bag om 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. This title 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.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9783834932402
  • Indbinding:
  • Paperback
  • Sideantal:
  • 176
  • Udgivet:
  • 11. november 2011
  • Udgave:
  • 2012
  • Størrelse:
  • 210x148x13 mm.
  • Vægt:
  • 258 g.
  • 8-11 hverdage.
  • 10. december 2024

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Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. This title 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.

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