Results 151 to 160 of about 611 (187)
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Journal of Advertising, 2003
A series of three studies examines potential consumer confusion associated with the advertising copy used to describe cause-related marketing (CRM) campaigns, where money is donated to a charity each time a consumer makes a purchase. The first study assesses the relative frequency of various copy formats in CRM on the Internet.
John W. Pracejus +2 more
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A series of three studies examines potential consumer confusion associated with the advertising copy used to describe cause-related marketing (CRM) campaigns, where money is donated to a charity each time a consumer makes a purchase. The first study assesses the relative frequency of various copy formats in CRM on the Internet.
John W. Pracejus +2 more
openaire +1 more source
The importance of communicating cause-related marketing (CRM) strategies in South Africa
Communicatio, 2005ABSTRACT It is the contention of this article that South African companies should use a cause-related marketing (CRM) strategy to advance their business objectives, at the same time communicate their involvement in uplifting and investing in society. Communicating corporate socially responsible activities is important for a number of reasons.
Deon H. Tustin, Karien Pienaar
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The Effect of Cause Related Marketing (CRM) on Emotions and Attitudes
2014Sales promotions that include cause-related marketing (CRM) appeals have become commonplace in today’s marketplace. An exploratory study found that sales promotions that contained a CRM appeal were perceived to be more emotional than "everyday" sales promotions.
Campbell, Leland, Gulas, Charles S.
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Journal of Promotion Management, 2016
ABSTRACTThe study examined whether various types of cause-related marketing (CRM) appeals (informational, emotional, or a combination of the two) influenced visual attention, as captured by eye fixation, and perceptions of the company and the ad, thus, leading to purchase intentions.
Mikyeung Bae
exaly +2 more sources
ABSTRACTThe study examined whether various types of cause-related marketing (CRM) appeals (informational, emotional, or a combination of the two) influenced visual attention, as captured by eye fixation, and perceptions of the company and the ad, thus, leading to purchase intentions.
Mikyeung Bae
exaly +2 more sources
Augmented, Mixed, and Virtual Reality Applications in Cause-Related Marketing (CRM)
2019This chapter deals with emerging augmented, mixed, and virtual reality platforms and their applications in cause-related marketing (CRM) campaigns. This chapter provides definitions and examples of augmented, mixed, and virtual realities and explains their importance CRM professionals.
Kenneth C. C. Yang, Yowei Kang
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Journal of Consumer Affairs, 2017
Cause‐related marketing (CrM), a partnership between a for‐profit and not‐for‐profit company, is an increasingly common promotional approach. Consumers range in awareness of and knowledge about CrM, and vary in their ability to identify and evaluate critical elements of a CrM promotion. The authors describe this knowledge and ability as “CrM persuasion
Anne Hamby, David Brinberg
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Cause‐related marketing (CrM), a partnership between a for‐profit and not‐for‐profit company, is an increasingly common promotional approach. Consumers range in awareness of and knowledge about CrM, and vary in their ability to identify and evaluate critical elements of a CrM promotion. The authors describe this knowledge and ability as “CrM persuasion
Anne Hamby, David Brinberg
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2015
The current chapter explores how Saudi consumers perceive CRM campaigns, their awareness toward this kind of campaign, and then the effect of their perception on their willingness to participate in CRM campaigns in Saudi Arabia. In addition, it examines the effect of cause's attributes on the willingness to participate in CRM campaigns.
Sager Alharthi +2 more
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The current chapter explores how Saudi consumers perceive CRM campaigns, their awareness toward this kind of campaign, and then the effect of their perception on their willingness to participate in CRM campaigns in Saudi Arabia. In addition, it examines the effect of cause's attributes on the willingness to participate in CRM campaigns.
Sager Alharthi +2 more
openaire +1 more source
Journal of Korean Association of Physical Education and Sport for Girls and Women, 2015
The purpose of this study was to investigate the causal relationships between cause-related marketing(CRM) attitude, team identification, and consumer loyalty, and the mediating effect of team identification in the relationship between CRM attitude and consumer loyalty in the Korean professional baseball league. In order to achieve the research purpose
Woo-Yeul Baek, Bong-Gyung Kim
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The purpose of this study was to investigate the causal relationships between cause-related marketing(CRM) attitude, team identification, and consumer loyalty, and the mediating effect of team identification in the relationship between CRM attitude and consumer loyalty in the Korean professional baseball league. In order to achieve the research purpose
Woo-Yeul Baek, Bong-Gyung Kim
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Journal of Advertising, 2007
Arguably, the majority of cause-related marketing (CRM) campaigns implemented since their inception over 20 years ago offer consumers who are highly involved with causes a strong reason to participate. Their involvement represents a significant motivating factor.
Stacy Landreth Grau +1 more
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Arguably, the majority of cause-related marketing (CRM) campaigns implemented since their inception over 20 years ago offer consumers who are highly involved with causes a strong reason to participate. Their involvement represents a significant motivating factor.
Stacy Landreth Grau +1 more
openaire +1 more source
Erfolgsfaktoren des Cause related Marketing (CrM) mit Beispielen aus dem Umweltschutz
uwf UmweltWirtschaftsForum, 2016Krombacher, McDonald’s, Microsoft – sie alle pflegen ihre Corporate Social Responsibility (CSR). Immer mehr Unternehmen setzen sich u.a. fur okologische Belange ein. Dabei hat CSR viele Auspragungen; eine davon wird als Cause related Marketing (CrM) bezeichnet und stellt die Zusammenarbeit eines Unternehmens mit einer Nonprofit-Organisation dar ...
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