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

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  • Dubravka Sinčić Ćorić

    ()
    (Faculty of Economics and Business, University of Zagreb)

  • Nataša Kurnoga Živadinović

    ()
    (Faculty of Economics and Business, University of Zagreb)

  • Marija Dropuljić

    ()
    (Zagrebačka banka d.d.)

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    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.

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    File URL: http://web.efzg.hr/repec/pdf/Clanak%2011-08.pdf
    File Function: First version, 2011
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    Bibliographic Info

    Paper provided by Faculty of Economics and Business, University of Zagreb in its series EFZG Working Papers Series with number 1108.

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    Length: 14
    Date of creation: 24 Nov 2011
    Date of revision:
    Handle: RePEc:zag:wpaper:1108

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    Related research

    Keywords: cause-related marketing; cause of the CRM campaign; donation size in the CRM campaign; consumers’ intention to buy;

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