The effects of cause and donation size of cause-related marketing program on consumers' intention to buy
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.
|Date of creation:||24 Nov 2011|
|Date of revision:|
|Contact details of provider:|| Postal: |
Phone: +385 1 233-5633
Fax: +385 1 238-3333
Web page: http://www.efzg.hr
More information through EDIRC
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)
If references are entirely missing, you can add them using this form.