Cause-Related Marketing – wie gut funktioniert Werbung mit wohltätigem Nebeneffekt?

Unternehmen nutzen Kooperationen mit Nonprofit-Organisationen, um ihr soziales Image aufzubessern. Mit jedem Kauf eines Produktes wird ein wohltätiges Projekt unterstützt. Mit jedem Bier ein Stück Regenwald gerettet, mit jeder Windel ein Kind in einem Entwicklungsland geimpft…

Wie ist eine solche Kooperation unter ethischen Gesichtspunkten zu bewerten und in welcher Form beeinflusst sie Wahrnehmung sowie Kauf- und Spendenverhalten der Verbraucher ?

Wir haben für Sie Literatur zum Thema zusammen gestellt.

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Konzepte

Wesentliches Schlagwort: Cause-Related Marketing

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Wesentliches Schlagwort: Konsumentenverhalten

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Literaturliste

Essays on the success factors of cause-related marketing / vorgelegt von Anne Julie Fries.

  • (2010) Köln, Univ., Diss., 2010. – ; XIII, 142 S.
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  • Cause-related marketing : designing successful campaigns / Anne Fries; Karen Gedenk and Franziska Völckner.
    (2010) In: Essays on the success factors of cause-related marketing. – 2010, S. 77-142.

    prüfen & bestellen EconBiz Google-Scolar Google Scirus - Elsevier
  • The success factors of cause-related marketing / Anne Fries.
    (2010) In: Essays on the success factors of cause-related marketing. – 2010, S. 39-75.

    prüfen & bestellen EconBiz Google-Scolar Google Scirus - Elsevier

Creating value through cause-related marketing and celebrity advocacy : the case of YouthAIDS & PSI / Erwann Michel-Kerjan.

  • Creating value through cause-related marketing and celebrity advocacy : the case of YouthAIDS & PSI / Erwann Michel-Kerjan.
    (2012) Working paper / Risk Management and Decision Processes Center, Wharton University of Pennsylvania ; 2012-02; Online-Ressource (PDF-Datei: 28 S., 2,86 MB).

    PDF-Volltext prüfen & bestellenEconBizGoogle-ScolarGoogleScirus - Elsevier

The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior / by Denise Steckstor.

Impact of congruence in cause marketing campaigns for professional sport organisations / Donald P. Roy.

  • Impact of congruence in cause marketing campaigns for professional sport organisations / Donald P. Roy.
    (2011) In: International journal of sport management and marketing. – Olney, Bucks.. – Bd. 10.2011, 1/2, S. 21-34.

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Cause-brand alliances : less familiar brands with familiar causes / Beth Harben; Sandra Forsythe.

  • Cause-brand alliances : less familiar brands with familiar causes / Beth Harben; Sandra Forsythe.
    (2011) In: The journal of brand management. – Basingstoke. – Bd. 19.2011/12, 2, (10/11.2011/12) S. 132-142.

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Cause-related marketing : the role of team identification in consumer choice of team licensed products / Jaedeock Lee and Mauricio Ferreira.

  • Cause-related marketing : the role of team identification in consumer choice of team licensed products / Jaedeock Lee and Mauricio Ferreira.
    (2011) In: Sport marketing quarterly. – Morgantown, W Va.. – Bd. 20.2011, 3, (Sep.2011) S. 157-169.

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Guilt appeals in cause-related marketing : the subversive roles of product type and donation magnitude / Chun-tuan Chang.

  • Guilt appeals in cause-related marketing : the subversive roles of product type and donation magnitude / Chun-tuan Chang.
    (2011) In: International journal of advertising. – Henley-on-Thames [u.a.]. – Bd. 30.2011, 4, S. 587-616.

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Factors affecting participation in charity sport events involving a low intensive physical activity / Doyeon Won; Meungguk Park; Kwang-Yong Lee; Jaeyong Chung.

  • Factors affecting participation in charity sport events involving a low intensive physical activity / Doyeon Won; Meungguk Park; Kwang-Yong Lee; Jaeyong Chung.
    (2011) In: International journal of leisure and tourism marketing. – [Olney]. – Bd. 2.2011, 3, S. 248-257.

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Matching a cause with self-schema : the moderating effect on brand preferences / Tilottama G. Chowdhury; Adwait Khare.

  • Matching a cause with self-schema : the moderating effect on brand preferences / Tilottama G. Chowdhury; Adwait Khare.
    (2011) In: Psychology & marketing. – New York, NY. – Bd. 28.2011, 8, (Aug.2011) S. 825-842.

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Cause-related marketing, part of corporate social responsibility and its influence upon consumers’ attitude / Lauren¸tiu Dan Anghel, Georgiana Florentina Grigore and Mihai Ro¸sca.

  • Cause-related marketing, part of corporate social responsibility and its influence upon consumers’ attitude / Lauren¸tiu Dan Anghel, Georgiana Florentina Grigore and Mihai Ro¸sca.
    (2011) In: Amfiteatru economic. – Bucure¸sti. – Bd. 13.2011, 29, (Feb.2011) S. 72-85.

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Can supporting a cause decrease donations and happiness? : the cause marketing paradox / Aradhna Krishna.

  • Can supporting a cause decrease donations and happiness? : the cause marketing paradox / Aradhna Krishna.
    (2011) In: Journal of consumer psychology. – Amsterdam [u.a.]. – Bd. 21.2011, 3, (Jul.2011) S. 338-345.

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Selection of causes according to socio-demographic status in South Africa / Karen M. Corbishley and Roger B. Mason.

  • Selection of causes according to socio-demographic status in South Africa / Karen M. Corbishley and Roger B. Mason.
    (2011) In: Journal of promotion management. – Binghamton, NY. – Bd. 17.2011, 2, (4/6.2011) S. 228-240.

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Corporate social responsibility as cultural meaning management : a critique of the marketing of “ethical” bottled water / Vinicius Brei and Steffen Böhm.

  • Corporate social responsibility as cultural meaning management : a critique of the marketing of “ethical” bottled water / Vinicius Brei and Steffen Böhm.
    (2011) In: Business ethics. – Oxford [u.a.]. – Bd. 20.2011, 3, (Jul.2011) S. 233-252.

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Positioning strategies for social cause organizations : a multivariate analysis of dimensions and ideals / Lisa M. Sciulli and Charlene Bebko.

  • Positioning strategies for social cause organizations : a multivariate analysis of dimensions and ideals / Lisa M. Sciulli and Charlene Bebko.
    (2011) In: Journal of nonprofit & public sector marketing. – Binghamton, NY. – Bd. 23.2011, 2, (4/6.2011) S. 99-133.

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An analysis of cause-related marketing implementation strategies through social alliance : partnership conditions and strategic objectives / Gordon Liu; Wai-Wai Ko.

  • An analysis of cause-related marketing implementation strategies through social alliance : partnership conditions and strategic objectives / Gordon Liu; Wai-Wai Ko.
    (2011) In: Journal of business ethics. – Dordrecht. – Bd. 100.2011, 2, (Mai.2011) S. 253-281.

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On the moral value of cause related marketing / by Shamsey Oloko and Ingo Balderjahn.

Lohnt es sich, “gut” zu sein? : unternehmerische Sozialkampagnen als Instrument der Markenkommunikation / Simone Elpers.

Cause-related marketing / by Jay Aldous.

A model of cause-related marketing for “profit-driven” and “non-profit” organizations / Göran Svensson; Greg Wood.

  • A model of cause-related marketing for “profit-driven” and “non-profit” organizations / Göran Svensson; Greg Wood.
    (2011) In: European business review. – Bradford. – Bd. 23.2011, 2, S. 203-214.

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Corporate social responsibility or cause-related marketing? : the role of cause specificity of CSR / Sana-ur-Rehman Sheikh; Rian Beise-Zee.

  • Corporate social responsibility or cause-related marketing? : the role of cause specificity of CSR / Sana-ur-Rehman Sheikh; Rian Beise-Zee.
    (2011) In: The journal of consumer marketing. – Bradford. – Bd. 28.2011, 1, S. 27-39.

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Cause-related marketing : effects and moderators / submitted by Carina Pellar.

  • Cause-related marketing : effects and moderators / submitted by Carina Pellar.
    (2011) Zugl.: St. Gallen, Univ., Diss., 2010. – ; IX, 141 S.

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The influence of gender, social cause, charitable support, and massage appeal on Gen Y’s responses to couse-related marketing / Karen H. Hyllegard; Ruoh-Nan Yan; Jennifer Paff Ogle; Julianne Attmann.

  • The influence of gender, social cause, charitable support, and massage appeal on Gen Y’s responses to couse-related marketing / Karen H. Hyllegard; Ruoh-Nan Yan; Jennifer Paff Ogle; Julianne Attmann.
    (2011) In: Journal of marketing management. – Abingdon. – Bd. 27.2011, 1/2, (Feb.2011) S. 100-123.

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Der Einfluss von cause-related Marketing-Kampagnen auf die Unternehmensreputation : theoretische Aufarbeitung und empirische Analyse / Klaus-Peter Wiedmann; Lars Pankalla; Jonas Schacht.

  • Der Einfluss von cause-related Marketing-Kampagnen auf die Unternehmensreputation : theoretische Aufarbeitung und empirische Analyse / Klaus-Peter Wiedmann; Lars Pankalla; Jonas Schacht.
    (2011) Schriftenreihe Marketing, Management; VI, 63 S.

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Nachhaltiges Markenmanagement durch cause related marketing / Shamsey Oloko.

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