PL EN


2012 | 4(40) | 261-272
Article title

Kluczowe elementy oferty marketingu społecznie zaangażowanego

Authors
Title variants
EN
The Key Elements of the Offer of Cause Related Marketing
Languages of publication
PL
Abstracts
EN
The article is concerned with the key elements of the offer of cause related marketing. At the beginning of the study the main questions connected with the conception are presented, and next a detailed description of the key elements of the CRM is given, taking into consideration their effect on consumer behavior. Our deliberations have shown that programs of cause related marketing are more effective when they are concerned with hedonistic products that have low prices, and when the support given as part of it has small unit value. Also the significance of the social problem for consumers, the amount of support offered and the reputation of the firm influence effectiveness of the actions.
Contributors
  • Katedra Strategii Ekonomicznych i Marketingu w Instytucie Ekonomii i Zarządzania KUL
References
  • Becker - Olsen K. L., Cudmore A. B., Hill R. P.: The impact of perceived corporate social responsibility on consumer behavior, „Journal of Business Research”, 2006, Vol. 56, s. 46-53.
  • Berglind M., Nakata Ch.: Cause-related marketing: More buck than bang?, „Business Horizons” Vol. 48, 2005, 443-453.
  • Chang Ch.: To Donate Or Not to Donate? Product Characteristics and Framing Effects of Cause – Related Marketing on Consumer Purchase Behaviour, „Psychology & Marketing” 2008, Vol. 25.
  • Ellen P. S., Mohr L. A., Webb D. J.: Charitable Programs and the Retailer: Do They Mix?, „Journal of Retailing” 2000, Vol. 76, No. 3, s.393-406.
  • File K., Prince R.: Cause related marketing and corporate philanthropy in the privately held enterprise. „Journal of Business Ethics” Vol. 17, 1998, s.1529-1539.
  • Gupta P., Pirsch J.: The company – cause – customer fit decision in cause – related marketing, „Journal of Consumer Marketing” 2006, Vol. 23, s.314-326.
  • Kotler P., L e e N.: Corporate Social Responsibility. Doing the Most Good for Your Company and Your Cause, John Wiley & Sons, Inc., New York 2005.
  • Lafferty L. A., Goldsmith R. E., Hult G. T.: The Impact of the Alliance on the Partners: A Look at Cause – Brand Alliances, „Psychology & Marketing” 2004, Vol. 21, s. 509-531.
  • Menon S., Kahn B. E.: Corporate Sponsorships of Philanthropic Activities: When Do They Impact Perception of Sponsor Brand? „Journal of Consumer Psychology” 2003, Vol. 13, s. 316-327.
  • Pracejus J. W., Olsen D. G.: The role of brand/cause fit in the effectiveness of cause – related marketing campaigns, „Journal of Business Research” 2004, Vol. 57, s.635-640.
  • Prisch J., Gupta S., Grau S. L.: A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study, „Journal of Business Ethics” 2007, Vol. 70, s. 125-140.
  • Sen S., Bhattacharya C. B.: Does Doing Good Always Lead to Doing Better? Consumer Reaction to Corporate Social Responsibility, „Journal of Marketing Research” 2001, Vol. 38, s.225-243.
  • Simmons C. J., Becker - Olsen K. L., Achieving Marketing Objectives Through Social Sponsorships, „Journal of Marketing” 2006, Vol. 70, s. 154-169.
  • Strahilevitz M., Myers J. G.: Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell, „Journal of Consumer Research” 1998 Vol. 24, s.434-446.
  • Strahilevitz M.: The Effects of Product Type and Donation Magnitude on Willingness to Pay More for a Charity-Linked Brand, „Journal of Consumer Psychology” 1999, s.215-241.
  • Varadarajan R., Menon A.: Cause-related narketing: A coalignment of marketing strategy and corporate philanthropy, „Journal of Marketing” 1988, Vol. 52, s. 59.
  • Vogel D. J.: Is There a Market for Virtue? The Business Case for Corporate Social Responsibility, „California Management Review”, Summer 2005, Vol. 47 No. 4, s. 19.
  • Yoon Y., Gürhan - Canli Z., Schwarz N.: The Effect of Corporate Social Responsibility (CSR) Activities on Companies With Bad Reputations, „Journal of Consumer Psychology” 2006, Vol. 16, s.377-390.
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-08dfc74a-eaee-4ff8-904d-8e58b6ce4463
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.