IDEAS home Printed from https://ideas.repec.org/p/zag/wpaper/1108.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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.)

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.

Suggested Citation

  • Dubravka Sinčić Ćorić & Nataša Kurnoga Živadinović & Marija Dropuljić, 2011. "The effects of cause and donation size of cause-related marketing program on consumers' intention to buy," EFZG Working Papers Series 1108, Faculty of Economics and Business, University of Zagreb.
  • Handle: RePEc:zag:wpaper:1108
    as

    Download full text from publisher

    File URL: http://web.efzg.hr/repec/pdf/Clanak%2011-08.pdf
    File Function: First version, 2011
    Download Restriction: no

    More about this item

    Keywords

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

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:wpaper:1108. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (WPS). General contact details of provider: http://edirc.repec.org/data/fefzghr.html .

    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.

    We have no references for this item. You can help adding them by using 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.