The effects of cause-related marketing on customers' attitudes and buying behavior:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Wiesbaden
Gabler
2012
|
| Ausgabe: | 1. ed. |
| Schriftenreihe: | Gabler research : Applied marketing science
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 176 S. graph. Darst. |
| ISBN: | 9783834932402 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | IMAGE 1
TABLE OF CONTENTS IX
TABLE OF CONTENTS
FOREWORD V
PREFACE VII
TABLE OF CONTENTS IX
LIST OF FIGURES XIII
LIST OF TABLES XV
1 INTRODUCTION 1
1.1 MOTIVATION AND PURPOSE 1
1.2 SCOPE AND ORGANIZATION 5
2 CONCEPTUAL BASIS AND LITERATURE REVIEW 7
2.1 THE CONCEPT OF CAUSE-RELATED MARKETING 7
2.1.1 RELEVANCE, DEFINITION AND MANAGERIAL DIMENSIONS 7
2.1.2 CORPORATE PHILANTHROPY OR MARKETING? THE EVALUATION OF CM PROGRAMS
16
2.2 A STATUS QUO: ATTITUDINAL AND BEHAVIORAL EFFECTS OF CAUSE-RELATED
MARKETING 20
2.2.1 EMPIRICAL EVIDENCE ON THE IMPACT OF CAUSE-RELATED MARKETING ON
CUSTOMER ATTITUDES AND BEHAVIOR 20
2.2.2 LIMITATIONS OF EXTANT RESEARCH 30
2.2.3 NECESSITY OF FURTHER RESEARCH 34
3 THEORETICAL FOUNDATION AND MODEL DEVELOPMENT: THE RELATIONSHIP OF CM
DETERMINANTS, CUSTOMER ATTITUDES AND BUYING BEHAVIOR 39 3.1 ATTITUDINAL
AND BEHAVIORAL DETERMINANTS OF MARKETING PRODUCTIVITY 39 3.1.1
ATTITUDINAL VARIABLES INFLUENCING MARKETING ASSETS 40
3.1.2 BEHAVIORAL VARIABLES INFLUENCING MARKETING ASSETS 42
3.2 UNDERLYING THEORIES 44
3.2.1 ATTRIBUTION THEORY 44
BIBLIOGRAFISCHE INFORMATIONEN HTTP://D-NB.INFO/1014762049
DIGITALISIERT DURCH
IMAGE 2
X TABLE OF CONTENTS
3.2.2 THEORY OF ATTITUDE FORMATION AND CHANGE:
ELABORATION LIKELIHOOD MODEL 45
3.3 MAIN EFFECTS OF CM ON CUSTOMER ATTITUDES AND BEHAVIOR 49 3.4 DRIVING
FACTORS 51
3.4.1 THE ROLE OF CHARITY-BRAND FIT 51
3.4.2 THE ROLE OF PERCEIVED MOTIVATION 61
3.4.3 THE ROLE OF CHARITY INVOLVEMENT 65
3.4.4 THE MEDIATING ROLE OF CUSTOMER ATTITUDES 69
3.5 SUMMARY 72
4 HYPOTHESES TESTING 74
4.1 METHODOLOGY AND RESEARCH DESIGN 74
4.1.1 METHODOLOGICAL APPROACH 74
4.1.2 QUASI-EXPERIMENTAL RESEARCH 77
4.1.3 EXPERIMENTAL STUDY DESIGN 81
4.1.4 STRUCTURAL EQUATION MODELING 87
4.2 MEASUREMENT OF LATENT ATTITUDINAL CONSTRUCTS: CUSTOMER SURVEY 95
4.2.1 OPERATIONALIZATION 95
4.2.2 ORGANIZATION OF THE STUDY AND DATA COLLECTION 103
4.2.3 SAMPLE STRUCTURE 105
4.2.4 ASSESSMENT OF RELIABILITY AND VALIDITY 108
4.3 MEASUREMENT OF BUYING BEHAVIOR: TRANSACTIONAL DATA 116 4.3.1 DATA
COLLECTION AND OPERATIONALIZATION 117
4.3.2 VALIDITY ASSESSMENT: DIFFERENCES BETWEEN TREATMENT AND CONTROL
GROUP 119
4.4 MAIN EFFECTS OF CM ON CUSTOMER ATTITUDES 122
4.4.1 COMPARISON OF TREATMENT AND CONTROL GROUP 122
4.4.2 RESULTS 123
4.5 THE EFFECTS OF DRIVING FACTORS OF CM ON CUSTOMER ATTITUDES 126 4.5.1
EVALUATION OF MODEL FIT 128
4.5.2 RESULTS 128
4.6 EFFECTS OF CM ON BUYING BEHAVIOR 132
4.6.1 MAIN EFFECTS OF CM ON BUYING BEHAVIOR 132
4.6.2 LINKING CM FACTORS, ATTITUDES AND BEHAVIOR 137
IMAGE 3
TABLE OF CONTENTS XI_
5 DISCUSSION OF RESULTS AND CONCLUSIONS 142
5.1 THEORETICAL AND MANAGERIAL IMPLICATIONS 142
5.2 CONTRIBUTION TO CM LITERATURE 148
5.3 LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH 150
6 BIBLIOGRAPHY 153
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| classification_rvk | QP 600 |
| classification_tum | WIR 810d PSY 435d |
| ctrlnum | (OCoLC)775130251 (DE-599)BVBBV039844203 |
| discipline | Psychologie Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Thesis Book |
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| indexdate | 2024-07-10T00:12:31Z |
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| isbn | 9783834932402 |
| language | English |
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| physical | XVI, 176 S. graph. Darst. |
| publishDate | 2012 |
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| publisher | Gabler |
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| series2 | Gabler research : Applied marketing science |
| spelling | Steckstor, Denise Verfasser aut The effects of cause-related marketing on customers' attitudes and buying behavior Denise Steckstor 1. ed. Wiesbaden Gabler 2012 XVI, 176 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Gabler research : Applied marketing science Zugl.: München, Techn. Univ., Diss., 2011 Beeinflussung (DE-588)4005203-5 gnd rswk-swf Cause Related Marketing (DE-588)7845826-2 gnd rswk-swf Kaufverhalten (DE-588)4073331-2 gnd rswk-swf Kaufentscheidung (DE-588)4073328-2 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Cause Related Marketing (DE-588)7845826-2 s Kaufverhalten (DE-588)4073331-2 s Kaufentscheidung (DE-588)4073328-2 s Beeinflussung (DE-588)4005203-5 s b DE-604 DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024704052&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Steckstor, Denise The effects of cause-related marketing on customers' attitudes and buying behavior Beeinflussung (DE-588)4005203-5 gnd Cause Related Marketing (DE-588)7845826-2 gnd Kaufverhalten (DE-588)4073331-2 gnd Kaufentscheidung (DE-588)4073328-2 gnd |
| subject_GND | (DE-588)4005203-5 (DE-588)7845826-2 (DE-588)4073331-2 (DE-588)4073328-2 (DE-588)4113937-9 |
| title | The effects of cause-related marketing on customers' attitudes and buying behavior |
| title_auth | The effects of cause-related marketing on customers' attitudes and buying behavior |
| title_exact_search | The effects of cause-related marketing on customers' attitudes and buying behavior |
| title_full | The effects of cause-related marketing on customers' attitudes and buying behavior Denise Steckstor |
| title_fullStr | The effects of cause-related marketing on customers' attitudes and buying behavior Denise Steckstor |
| title_full_unstemmed | The effects of cause-related marketing on customers' attitudes and buying behavior Denise Steckstor |
| title_short | The effects of cause-related marketing on customers' attitudes and buying behavior |
| title_sort | the effects of cause related marketing on customers attitudes and buying behavior |
| topic | Beeinflussung (DE-588)4005203-5 gnd Cause Related Marketing (DE-588)7845826-2 gnd Kaufverhalten (DE-588)4073331-2 gnd Kaufentscheidung (DE-588)4073328-2 gnd |
| topic_facet | Beeinflussung Cause Related Marketing Kaufverhalten Kaufentscheidung Hochschulschrift |
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