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 19 of 19 for “"Cause-Related Marketing"”.
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Consumer behaviour towards cause related marketing in the greater eThekweni region
… requirements for Master‟s Degree of Technology: Marketing, Durban University of Technology, Durban, South Africa, 2007.
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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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THE EFFECTS OF CAUSE-RELATED MARKETING FOR CORPORATE TRANSGRESSIONS ON CONSUMER RESPONSES
… & Tayler, 2005). Many companies use short-term marketing activities to improve consumer responses; however, these recovery strategies have temporary effects (Beverland, Chung, & Kates, 2009). There is no doubt that building long-term relationships with consumers is vital for companies to promote …
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Analyzing the boundaries of balance theory in evaluating cause-related marketing compatibility
The phenomenon of brands partnering with causes is referred to as cause-related marketing (CRM). This dissertation provides numerous steps forward within the realm of CRM research, as well as balance theory research. Some CRM partnerships may seem less compatible than others, but the level of …
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Finding The Sweet Spot Of Cause-Related Marketing: Consumer Response To Campaign Tactics
Cause-related marketing is an effective promotional tool that connects with consumers’ emotions and increases sales. Two essays are presented that explore how consumers respond to different marketing tactics. The first essay presents two studies that examine cause-related marketing (CRM) promotions …
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Towards a greater understanding of consumer cynicism in the context of cause-related marketing
Many studies have acknowledged the importance of cause-related marketing (CRM) (e.g. Steckstor, 2011; Guerreiro et al., 2016) and increasing consumer cynicism about it (e.g. Johansen, 2016). Although the topic of consumer cynicism has attracted increasing attention in contemporary research …
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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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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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Cause-related marketing and consumer purchasing behaviour : consumer scepticism as a moderator and brand equity as mediator
… of the degree of Doctor of Philosophy in Marketing, Durban University of Technology, Durban, South Africa, 2024.
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The Effects of Health Fashion and Its Implications for Public Health Campaign
The present study sought to explore the effect of health fashion on individual and tried to describe its implication for public health campaign. Data were collected from one-on-one interviews with twelve undergraduate students. To assess their attitude on two skin-cancer T-shirts--one designed by …
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An Experimental Analysis of the Influence of Corporate Social Responsibility Initiatives on Beliefs, Attitudes and Behavioral Intentions Within the Context of Corporate
… were found. However, among the initiatives cause related marketing demonstrated the highest mean score, although not a significant difference. CSR initiatives do influence belief sets, specifically CSR beliefs. The corporate credibility/ trust belief set showed the strongest positive …
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Civic Fitness: The Politics of Breast Cancer and the Problem of Generosity
… charitable solutions to social problems, cause-related marketing, and physical activity-based fundraising events. At the broadest level, the study seeks to ask how and why these technologies of generosity have come to occupy such a central position in the imagination, experience, and …
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Public affairs advertising: corporate influence, public opinion and vote intentions under the third-person effect
… fuel and voting for legislation supporting the cause promoted by the corporation. These unique findings suggest that message influence is derived in part from social acceptance in general rather than one's individual assessments of media messages. As such, corporate use of tools such as issue …
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Wearing Your Heart on Your Sleeve: The Effects of Conspicuous Compassion on Identity Signaling and Charitable Behavior
… and wearing of merchandise that supports a cause. This research considers the effects that conspicuous compassion has on signaling to others and signaling to the self and the factors that influence these types of signaling. This research shows that self-signaling is influenced more by …
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Consumer scepticism towards corporate social responsibility: the case of Generation Z in the UK
… among Generation Z (Gen Z) in the UK, though related studies have focused heavily on consumer scepticism towards cause-related marketing, one dimension of CSR. Thus, the current study is the first to investigate consumer scepticism towards an underexplored dimension of CSR (socially …
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Breast Cancer in the Media: Agenda-Setting and Framing Effects of Prevalent Messages on College-Aged Women
This study investigated the potential effects of breast cancer media messages on young women, a population that has the potential to make lifestyle changes early enough to prevent the disease. Based on framing and agenda-setting theories, a web survey focused on the relationships between the …