Results 141 to 150 of about 611 (187)
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Cause-Related Marketing (CRM) of Ausonia’s Campaigns
Classroom Companion: Business, 2021Ausonia has known how to use cause-related marketing (CRM) in order to promote its products, cooperating with the Spanish Association Against Cancer (AECC) in its commitment to support breast cancer research, among many other causes. Nowadays, the most remarkable marketing campaign of Ausonia is known under its main slogan “1 pack = 1 minute of ...
Estela Núñez-Barriopedro +1 more
exaly +2 more sources
Influence of different cause-related marketing (CRM) strategies on consumer decision making
Procedia Computer Science, 2020 Abstract Cause-related marketing (CRM) is a strategic tool that can link selling products with supporting a social cause. However, not all CRM campaigns are effective in terms of influencing consumer decisions. In our research, we explore the role of beneficiary origin in reactions to CRM campaigns created by brands either of national or foreign ...
Dominika Maison
exaly +3 more sources
International Review on Public and Nonprofit Marketing, 2022
Tejaswi Patil, Zilur Rahman
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Tejaswi Patil, Zilur Rahman
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Extending the knowledge on cause-related marketing (CrM) campaign with focus on skepticism
VINE Journal of Information and Knowledge Management Systems, 2019Purpose This study aims to gain insight on evaluation of cause-related marketing (CrM) campaigns by the millennial with focus on skepticism, brand identity and patronage intention. Design/methodology/approach To attain the above objective a conceptual model was developed and tested using structural equation modeling and confirmatory factor analysis.
Madhurima Deb, Vibhas Amawate
exaly +2 more sources
Factors affecting cause-related marketing (CRM) in sports producers
2023این پژوهش با هدف بررسی عوامل موثر بر بازاریابی خیرخواهانه در تولیدات ورزشی شکل گرفت. بر این اساس این پژوهش به روش توصیفی-تحلیلی انجام شد. جامعه آماری 450 نفر از تولیدکنندگان ورزشی بودند و نمونه های تحقیق بر اساس محاسبات فرمول کوکران از 250 نفر تشکیل شد که به شیوه طبقه ای و تصادفی انتخاب شدند. ابزار جمع آوری داده های پرسشنامه محقق ساخته بود.
Hajibaklo, Aidin +2 more
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The Effects of Featured Advertising and Package Labeling on Sustainability of Cause-Related Marketing (CRM) Products [PDF]
Sustainability, 2018 This paper seeks to examine the relative efficacy of cause-related marketing (CRM) product package labeling versus featured advertising efficacy on market performance. One natural setting using scanner data from a grocery store chain and an open-ended survey were conducted to evaluate the financial performance of featured advertising and product ...
Wesley Friske, Sunhee Choi
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The impact of cause-related marketing (CRM) in spectator sport
Journal of Management & Organization, 2010AbstractCause-related marketing (CRM) refers to the marketing strategy an organization uses to associate itself with a good cause. Even though CRM decisions may be partly charitable, they may also serve corporate self-interest. Although this area of inquiry is growing, CRM's strategic potential as an effective management tool for connecting sport ...
Ki Tak Kim, Dae Hee Kwak, Yu Kyoum Kim
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Marketing Letters, 2014 We are the first to examine the joint impact of product–cause fit and donation quantifier in the cause-related marketing (CRM) domain. We show that these two CRM cues interact in a unique manner, reflecting the cue congruency effect. Specifically, congruent combinations of these two cues result in high purchase intentions when the cues individually ...
Neel Das, Abhijit Guha, Abhijit Biswas
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Historic evolution of cause-related marketing programmes. Does a “perfect” CRM programme exist?
International Review on Public and Nonprofit Marketing, 2007Although there is a number of books and research papers on Cause Related Marketing (CRM) programmes and experiences, the real fact is that there are just a few in-depth analysis of the historic evolution of the CRM concept itself.
exaly +2 more sources
Ethical Consumerism and Effectiveness From a Cause-Related Marketing (CRM) Perspective
2020There is a growing public awareness of ethical issues along with rising disposable income and increase in education and knowledge. This is triggering the ethical conscience of consumers and leading them to ethical consumerism. Ethical consumerism has grown out of the consumer interest and concern on issues and the practical application of marketing ...
Soney Mathews, Suja R. Nair
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