Cause-Related Marketing: The Effect of Checkout Charity Requests on Consumer Donation Behavior

2016/06/01 0

Consumers are more likely to donate and respond favorably toward the provider when practical services and frivolous goods are paired with causes perceived to have a strong functional fit. Conversely, consumers are more likely to donate and respond favorably toward the provider when frivolous services and practical goods are paired with causes perceived to have a weak functional fit.

CSR, Relationship Quality, Loyalty and Psychological Connection in Sports

2016/04/03 0

This research study investigates the role of corporate social responsibility in deepening relationship quality (between customers and a sports team). The results support the direct impact of CSR activities on relationship quality. However, as customers move through the psychological connection stages, the effect of CSR on customer loyalty via relationship quality tends to diminish.