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Showing 1 to 2 of 2 for “"Cause sponsorship"”.
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Which creates the bigger halo: cause-related marketing or cause-sponsorship?
… study examined to what extent two types of CSR (cause-related marketing; CRM and cause sponsorship; CS) versus a control group, create an overall favorable impression of the brand. Specifically, a 3 x 1 experiment was conducted with university students to see if a CS, CRM or control (no CSR) …
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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 …