Identification in Cause-Related Marketing: A Consumer Perspective

Academic Public Administration Studies

Identification in Cause-Related Marketing: A Consumer Perspective

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Title: Identification in Cause-Related Marketing: A Consumer Perspective
Author: Bigne-Alcaniz, Enrique; Curras-Perez, Rafael; Sanz-Blas, Silvia; Ruiz-Mafe, Carla
Abstract: This research shows the mediating role of Consumer-Company identification in the way CSR and CA associations perceived by consumers in a CrM campaign influence behavioural responses referred to the brand (i.e. purchase intent) and the social cause (i.e. support to Non-Profit Organisation). For this, a theoretical model was estimated empirically based on 595 consumers of insurance and toiletries and personal hygiene products. Results not only show that CrM is a strategy for generating C-C identification, but also is a promotional strategy which, if well managed, is able to generate benefits for the NPO beyond the direct raising of funds from the company.
URI: http://www.apas.admpubl.snspa.ro/handle/2010/195
Date: 2010-07-05


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