Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 5 of 5 for “"Cause marketing"”.
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ESSAYS ON CUSTOMER ANALYTICS IN MOBLIE ECOSYSTEMS
… the mobile context – charitable giving and cause marketing. I study how mobile devices may be used to encourage charitable giving through cause marketing campaign by conducting a large-scale randomized field experiment, focusing on the influence of push notifications, monetary subsidies, and …
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Playing for a Good Cause: Investigating Consumer Perceptions of Sport Brands in Cause-Related Marketing Campaigns
… 1998), the author aimed to advance the study of cause-related marketing (CRM) strategy by (1) investigating brand traits (i.e., perceived warmth, perceived competence) as potential processing elements for consumer brand attitude formation, and (2) analyzing the subsequent impact of the brand …
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IMPLEMENTING A MARKETING STRATEGY BASED ON SOCIETAL CONTRIBUTION: A CRITICAL INVESTIGATION IN THE CO-OPERATIVE CONTEXT
… linked to societal contribution, in their marketing strategy. They refer to this strategic approach as a co-operative advantage. However, implementation can be challenging. One such example, the UKbased Co-operative Bank, became well known for its ethical stance and later for its downfall …
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Online cause-related marketing: the impact of donation amount and congruence on consumers’ response.
Cause-related marketing (CRM) is an increasingly popular corporate tactic, used to achieve sales promotion objective while supporting social causes. Originally, it was practised offline, and academic research on CRM has focused on that context (Ha 2008; Segev et al. 2014). However, the online …
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Nonprofit Marketing Education in the United States: An Examination and Interpretation of the Prevalance and Nature of Curriculum
… and complex change in the nonprofit sector that marketing educators and business school administrators must understand if they are to be leaders in the continuing evolution of nonprofit marketing education.</p> <p>This manuscript includes a summarized historical perspective, a selective review of …