Advanced Search
MyIDEAS: Login

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

Contents:

Author Info

  • 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.)

Registered author(s):

    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.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://web.efzg.hr/repec/pdf/Clanak%2011-08.pdf
    File Function: First version, 2011
    Download Restriction: no

    Bibliographic Info

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

    as in new window
    Length: 14
    Date of creation: 24 Nov 2011
    Date of revision:
    Handle: RePEc:zag:wpaper:1108

    Contact details of provider:
    Postal: Trg J.F.Kennedya 6, 10000 Zagreb
    Phone: +385 1 233-5633
    Fax: +385 1 238-3333
    Email:
    Web page: http://www.efzg.hr
    More information through EDIRC

    Related research

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

    Find related papers by JEL classification:

    This paper has been announced in the following NEP Reports:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:zag:wpaper:1108

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (WPS).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.