Cause Marketing Research: Customers

Cause Marketing — Definition

2017/05/23 0

Cause Marketing is defined as a type of Corporate Social Responsibility (CSR), in which a company’s promotional campaign has the dual purpose of increasing profitability while bettering society.

“I Prefer 30°” Celcius: Consumer Messages to Reduce Carbon Emissions

2016/12/01 0

Based on the results of the ‘I Prefer 30°’ campaign, the study’s authors conclude: “Consumers’ behavior has been driven by perceived cleaning performance and value for money of detergents, not by lower environmental impact or saving money on energy.”

Factors Affecting Donations in U.S. Retail Stores: A Conceptual Framework

2016/11/01 0

The study identifies factors which influence consumer donations in U.S. retail stores, derived from cause marketing, consumer behavior and psychology literature. These factors are categorized as: consumer-related. retailer-related, and context-related.

The Impact of Corporate Reputation on Brand Attitude and Purchase Intention

2016/10/28 0

This study explores the influences of negative corporate CEO and CSR reputations on changes in consumers’ brand attitudes and purchase intentions, using American Apparel as the case example.

Analysis of Stakeholder Value Derivation through Corporate Social Responsibility for Business Growth and Society’s Collateral Benefits

2016/10/03 0

Findings suggest that stakeholders consider CSR to be an important trait, prefer to purchase from socially responsible firms, and are willing to pay more if a firm is properly engaging in CSR.

The Cause Matters! How Cause Marketing Campaigns Can Increase the Demand for Conventional over Green Products

2016/10/01 0

One field and one laboratory experiment show that customers are more likely to buy a conventional over a green product when the former is bundled with a campaign that is offsetting an unrelated problem rather than a problem caused
by the product – unless the donation offsets the specific damage caused by the customers’ own consumption.

What’s in a Name? The Impact of Fair Trade Claims on Product Price

2016/10/01 0

Having a fair trade claim certified by certain third parties significantly raises the price (above an uncertified product). In particular FLO-I certification leads to a higher price in all models in both periods.

Consumer Behavior Based on Brand Sensitivity and CSR Activity Type

2016/10/01 0

When the level of brand sensitivity is high, the results show a favorable response to charitable activity and cause-related marketing. However, when the level of brand sensitivity is low, the results show a positive response also to voluntary activity.

Corporate Socio-Political Involvement: A Reflection of Whose Preferences?

2016/09/13 0

Explanations for firm involvement in controversial socio-political issues.

The Influence of a “Green” Loyalty Program on Service-Encounter Satisfaction

2016/09/12 0

The findings of this study demonstrate the advantages of a green loyalty reward program in enhancing customer satisfaction of both members and non-members.

Cause Marketing Research: Customers

Cause Marketing — Definition

“I Prefer 30°” Celcius: Consumer Messages to Reduce Carbon Emissions

Factors Affecting Donations in U.S. Retail Stores: A Conceptual Framework

The Impact of Corporate Reputation on Brand Attitude and Purchase Intention

Analysis of Stakeholder Value Derivation through Corporate Social Responsibility for Business Growth and Society’s Collateral Benefits

The Cause Matters! How Cause Marketing Campaigns Can Increase the Demand for Conventional over Green Products

What’s in a Name? The Impact of Fair Trade Claims on Product Price

Consumer Behavior Based on Brand Sensitivity and CSR Activity Type

Corporate Socio-Political Involvement: A Reflection of Whose Preferences?

The Influence of a “Green” Loyalty Program on Service-Encounter Satisfaction

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