Search results for "Cause marketing"

showing 2 items of 2 documents

Developing successful cause-related marketing campaigns through social-networks the moderating role of users’ age

2018

This paper joins two streams of literature: caused-related marketing and viral advertising. Three main objectives guide our work: (i) to test whether a transfer of attitudes occurs in a viral cause...

Cause marketingWork (electrical)Viral marketingviruses0502 economics and business05 social sciencesJoins050211 marketingBusinessMarketingGeneral Business Management and Accounting050203 business & managementTest (assessment)Total Quality Management & Business Excellence
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Brand credibility in cause‐related marketing: the moderating role of consumer values

2009

PurposeThe main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.Design/methodology/approachThis is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.FindingsFindings show that altruisti…

MarketingCause marketingEmpirical researchPersonal hygieneManagement of Technology and InnovationCredibilityAdvertisingBusinessMarketingModerationAttributionConsumer behaviourStructural equation modelingJournal of Product & Brand Management
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