0000000000083005

AUTHOR

Katrin Stein

showing 2 related works from this author

Choosing the Right Cause: The Moderating Role of Meta-Cognitions in Cause-Related Marketing Effectiveness

2015

In recent years, consumers’ expectations in terms of corporate obligations have changed, such that the ethical and philanthropic dimensions of Carroll’s (1979) corporate social responsibility (CSR) pyramid have evolved from desired to presupposed responsibilities. Beyond the consequentially increasing prevalence of CSR activities, considerable attention has been given to cause-related marketing (CRM) in marketing research and practice (Bigne Alcaniz, Chumpitaz Caceres, and Curras Perez, 2010). CRM is defined as a “process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers…

Order (business)Marketing effectivenessCorporate social responsibilityCognitionBusinessMarketingMarketing researchAdditional research
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Understanding the Fundamental Mechanisms of Origin-Based Brand Value Creation: An Empirical Analysis

2014

This paper presents the results of an empirical study on the fundamental process of customer-based brand value creation based on brand origin associations. It extends existing knowledge by analyzing multiple paths of effect and incorporating the moderating role of COB-COM-congruency. The results offer valuable implications for marketing research and practice.

Empirical researchProcess (engineering)AdvertisingBusinessBrand equityMarketingMarketing researchBrand loyalty
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