Essays on the success factors of cause-related marketing:
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
2010
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIII, 142 S. graph. Darst. |
Internformat
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Datensatz im Suchindex
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| adam_text | ESSAYS ON THE SUCCESS FACTORS OF CAUSE-RELATED MARKETING
INAUGURALDISSERTATION
ZUR
ERLANGUNG DES DOKTORGRADES
DER
WIRTSCHAFTS- UND SOZIALWISSENSCHAFTLICHEN FAKULTAT
DER
UNIVERSITAT ZU KOLN
2010
VORGELEGT,
VON
DIPLOM-KAUFFRAU ANNE JULIE FRIES
AUS
KOLN
CONTENTS
LIST OF TABLES VII
LIST OF FIGURES VIII
LIST OF ABBREVIATIONS IX
LIST OF SYMBOLS X
1 INTRODUCTION 1
OVERVIEW 3
BRANDING AND CORPORATE SOCIAL RESPONSIBILITY 6
THE SUCCESS FACTORS OF CAUSE-RELATED MARKETING 8
CAUSE-RELATED MARKETING: DESIGNING SUCCESSFUL CAMPAIGN 10
REFERENCES 14
2 GURHAN-CANLI, ZEYNEP AND ANNE FRIES:
BRANDING AND CORPORATE SOCIAL RESPONSIBILITY 18
INTRODUCTION 19
CONSUMER CHARACTERISTICS 22
AWARENESS 22
FAMILIARITY 22
AFFINITY FOR THE CAUSE 22
PERSONAL CHARACTERISTICS 23
VLL
COMPANY CHARACTERISTICS AND ACTIONS 24
PRIOR REPUTATION OF THE COMPANY 24
DESIGN ELEMENTS OF CSR ACTIVITIES 25
COMMUNICATION OF CSR ACTIVITIES 28
COMPANY-CSR FIT 29
ACCESSIBILITY OF OTHER CORPORATE AND BRAND ASSOCIATIONS 32
CONCLUSION 33
REFERENCES 34
3 FRIES, ANNE: THE SUCCESS FACTORS OF CAUSE-RELATED MARKETING 38
ABSTRACT 40
INTRODUCTION 41
FRAMEWORK OF THE CRM SUCCESS FACTORS : 43
EFFECTS OF CRM CAMPAIGNS ON COMPANIES 44
CRM SUCCESS FACTORS .. . 45
METHODOLOGY AND FINDINGS: PRIOR CRM STUDIES 45
STUDY METHODOLOGIES 46
CRM SUCCESS FACTORS 46
CAUSE CHARACTERISTICS 46
PRODUCT CHARACTERISTICS 47
FIT 49
DESIGN ELEMENTS OF THE CRM CAMPAIGN 51
COMPANY CHARACTERISTICS 54
VLLL
NPO CHARACTERISTICS 55
CONSUMER CHARACTERISTICS 56
HYPOTHESES DERIVED FROM EXPERT INTERVIEWS 59
IMPLICATIONS AND FURTHER RESEARCH DIRECTIONS 61
REFERENCES 71
4 FRIES, ANNE, KAREN GEDENK AND FRANZISKA VOLCKNER:
CAUSE-RELATED MARKETING: DESIGNING SUCCESSFUL CAMPAIGNS 76
ABSTRACT 78
INTRODUCTION 79
CONCEPTUAL FRAMEWORK 82
STIMULUS-RESPONSE MODEL 82
CAUSE CHARACTERISTICS 85
PRODUCT CHARACTERISTICS 86
. CRM CAMPAIGN DESIGN ELEMENTS 87
STIMULUS-ORGANISM-RESPONSE MODEL 89
RESEARCH DESIGN 91
STIMULI . . 91
MEASUREMENT OF SUCCESS FACTORS AND PSYCHOLOGICAL DRIVERS 92
MEASUREMENT OF CRM SUCCESS 93
SAMPLE 94
RESULTS 96
CONSTRUCT VALIDATION 96
IX
STIMULUS-RESPONSE MODEL 97
EMPIRICAL RESULTS OF THE MODELS 100
STRENGTH OF EFFECTS SIMULATION 102
STIMULUS-ORGANISM-RESPONSE MODEL 104
SUMMARY AND IMPLICATIONS 107
TABLES ILL
FIGURES 118
APPENDIX 119
REFERENCES 122
REFERENCES 128
|
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| spellingShingle | Fries, Anne Essays on the success factors of cause-related marketing Sponsoring (DE-588)4207431-9 gnd Nonprofit-Organisation (DE-588)4293729-2 gnd Soziomarketing (DE-588)4116549-4 gnd Corporate Social Responsibility (DE-588)7697760-2 gnd |
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| title | Essays on the success factors of cause-related marketing |
| title_auth | Essays on the success factors of cause-related marketing |
| title_exact_search | Essays on the success factors of cause-related marketing |
| title_full | Essays on the success factors of cause-related marketing vorgelegt von Anne Julie Fries |
| title_fullStr | Essays on the success factors of cause-related marketing vorgelegt von Anne Julie Fries |
| title_full_unstemmed | Essays on the success factors of cause-related marketing vorgelegt von Anne Julie Fries |
| title_short | Essays on the success factors of cause-related marketing |
| title_sort | essays on the success factors of cause related marketing |
| topic | Sponsoring (DE-588)4207431-9 gnd Nonprofit-Organisation (DE-588)4293729-2 gnd Soziomarketing (DE-588)4116549-4 gnd Corporate Social Responsibility (DE-588)7697760-2 gnd |
| topic_facet | Sponsoring Nonprofit-Organisation Soziomarketing Corporate Social Responsibility Hochschulschrift |
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