skip to main content
Idioma:
Tipo de recurso Mostra resultados com: Mostra resultados com: Índice

Cause-related marketing: een driehoeksverhouding tussen consument, bedrijf en goed doel

van der Meer, Toni GLA ; Zwier, Sandra

Tijdschrift voor communicatiewetenschap, 2012-01, Vol.40 (1), p.26 [Periódico revisado por pares]

The Hague: Boom Uitgevers Den Haag

Texto completo disponível

Citações Citado por
  • Título:
    Cause-related marketing: een driehoeksverhouding tussen consument, bedrijf en goed doel
  • Autor: van der Meer, Toni GLA ; Zwier, Sandra
  • Assuntos: Advertising campaigns ; Consumer attitudes ; Market strategy ; Marketing management ; Nonprofit organizations ; Social responsibility
  • É parte de: Tijdschrift voor communicatiewetenschap, 2012-01, Vol.40 (1), p.26
  • Descrição:   Cause-related marketing: a triangular relationship between consumer, organization and cause This literature review was conducted in response to the current prominence of Cause-Related Marketing (CRM) campaigns. Extant empirical literature shows that CRM can have both positive and negative effects on consumers' responses, and it is found that several identification factors appear to shape the direction of these effects. A taxonomy of these identification factors is presented, whereby the factors are divided into three categories: consumer/company identification, consumer/cause identification and consumers' perception of company/cause identification. Based on this classification a triangular relationship between consumer, company, and cause can be assumed, which shapes the effect of CRM on consumer responses. When identification among actors is high, the effect of CRM on consumer responses is optimal whereas less optimal CRM effects result where identification between either pair of actors falls short. These identification factors may be considered by organizations when designing a CRM campaign. [PUBLICATION ABSTRACT]
  • Editor: The Hague: Boom Uitgevers Den Haag
  • Idioma: Holandês
Voltar para lista de resultados

  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

Buscando em bases de dados remotas. Favor aguardar.