Refine your search
Collections
Co-Authors
Year
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Kanta, Kota Neel Mani
- A Study on Cause and Product Importance of Cause-Related Marketing Campaign
Abstract Views :644 |
PDF Views:0
Authors
Affiliations
1 Assistant Professor, KSRM College of Management Studies, Kadapa, Andhra Pradesh, IN
1 Assistant Professor, KSRM College of Management Studies, Kadapa, Andhra Pradesh, IN
Source
International Journal of Marketing and Business Communication, Vol 2, No 4 (2013), Pagination: 12-19Abstract
This study is intended to observe the important charities and products felt by the public when they are to be participated in cause-related marketing. The study also reveals the association between the cause and product which is felt to be important by the public. These insights are more significant for the researchers in experimental research design and for marketers during the design of cause marketing programme. The study has been conducted in two stages, initially the study has found the cause and product important to the respondents and in the second stage the study has revealed the association between the cause and product felt important by the respondents. The study has been successful in finding the list of causes, products and congruence of cause and product which are been felt important.Keywords
Cause-related Marketing, Cause Importance, Congruence
References
- Adkins, S. (1999 b). The wider benefi ts of backing a good cause. Marketing, September, 2, 20-21.
- Wang, A. (2008). Dimensions of corporate social responsibility and advertising practice. Corporate Reputation Review, 11(2), 155-168.
- Bower, A. & Landreth, T. (2001). Is beauty best? Highly vs. normally attractive models in advertising. Journal of Advertising, Spring, 30(1), 1-14.
- Brown, T. J. & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product response. Journal of Marketing, January, 61(1), 68-84.
- Campbell, M. C. & Kirmani, A. (2000). Consumers’ use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of and infl uence agent. Journal of Consumer Research, June, 27(1), 69-83.
- Chandon, P., Wansink, B. & Laurent, G. (2000). Benefi t congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81.
- Chintagunta, P. K. & Prasad, A. R. (1998). An empirical investigation of the dynamic Mc Fadden’ model of purchase timing and brand choice: Implication for market structure. Journal of Business & Economic Statistics, 16(1), 2-12.
- Dahl, D. W. & Lavack, A. M. (1995). Cause-related Marketing: Impact of Size of Cause-related Promotion on Consumer Perceptions and Participation. In Stewart, D. W. & Vilcassim, N. J. (eds.). 1995 AMA Winter Educators Conference: Marketing Theory and Applications (6, pp. 476-481). Chicago: American Marketing Association.
- Deaux, K. (1976). Sex: A perspective on the attribution process. In Harvey, J. H., Ickes, W. J. & Kidd, R. F. (eds.), New Directions in Attribution Research (1, pp. 335-352).
- Ellen, P. S. Mohr, L. A. & Webb, D. J. (2000). Charitable programs and the retailer: Do they mix? Journal of Retailing, 76(3), 393-406.
- File, K. M. & Prince, R. A. (1998). Cause related marketing and corporate philanthropy in the privately held enterprise. Journal of Business Ethics, 17(14), 1529-1539.
- Harvey, J. A. & Strahilevitz, M. A. (2009). The power of pink: Cause-related marketing &the impact on breast cancer. Journal of the American College of Radiology, January 6(1), 26-32.
- Keller, K. L. & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, February, 29, 35-50.
- Loken, B. & Deborah, R. J. (1993). Diluting brand beliefs: When do brand extensions have a negative impact? Journal of Marketing, July, 57(3), 71-84.
- Lutz, R. J. (1985). Affective & cognitive antecedents of attitude toward the Ad: A conceptual framework. In Alwitt, L. F. & Mitchell, A. A. (eds.), Psychological Processes and Advertising Effects: Theory, Research and Application (pp 45-63). Hillsdale, NJ: Lawrence Erlbaum Associates.
- Maclnnis, D. J., Moorman, C. & Jaworski, B. J. (1991). Enhancing and measuring consumers’ motivation, opportunity. Journal of Marketing, 55(4), 32-53.
- Miller, N. (1965). Involvement and dogmatism as inhibitors of attitude change. Journal of Experimental Social Psychology, 1(2), 121-132.
- Peter, J. P. & Olson J. C. (1996). Consumer Behavior and Marketing Strategy (5thed). USA: Irwin/McGraw-Hill.
- Polonsky, M. J. & Wood, G. (2001). Can the over commercialization of cause-related marketing harm society. Journal of Macro Marketing, June, 21(1), 8-22.
- Rajan, P. V. & Menon, A. (1988). Cause-related marketing: A co-alignment of marketing strategy and corporate Philanthropy. Journal of Marketing, July, 52(3), 58-74.
- Ross, J. K. III., Stutts, M. A. & Patterson, L. (1990- 1991). Tactical considerations for the effective use of cause-related marketing. Journal of Applied Business Research, 7(2), 58-66.
- Simonin, B. L. & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, February, 35(1), 30-42.
- Smith, G. & Stodghill, R. (1994). Are Good Causes Good Marketing? Business Week, pp. 64-66.
- Sullivan, M. (1990). Measuring image spillovers in umberella- branded products. Journal of Business, July, 63(3), 309-329.
- Webb, D. J. & Mohr, L. A. (1998). A typology of consumer responses to cause -related marketing: From skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226-28.