The effects of cause and donation size of cause-related marketing program on consumers' intention to buy

Dubravka Sinčić Ćorić, Nataša Kurnoga Živadinović () and Marija Dropuljić ()
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Nataša Kurnoga Živadinović: Faculty of Economics and Business, University of Zagreb
Marija Dropuljić: Zagrebačka banka d.d.

No 1108, EFZG Working Papers Series from Faculty of Economics and Business, University of Zagreb

Abstract: There were different understandings of cause-related marketing in the past. It has been described as a form of horizontal cooperative sales promotion, a tie-in between corporate philanthropy and sales promotion, synonymous with corporate sponsorship of charitable causes, the initiation and funding of deserving causes, or as marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. Nowadays, cause-related marketing is considered a specific type of relationship between profit- and nonprofit- organizations, where both partners receive potential benefit.

Keywords: cause-related marketing; cause of the CRM campaign; donation size in the CRM campaign; consumers’ intention to buy (search for similar items in EconPapers)
JEL-codes: M1 M3 (search for similar items in EconPapers)
Pages: 14
Date: 2011-11-24
New Economics Papers: this item is included in nep-mkt
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:zag:wpaper:1108

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