Essays about: "Cause Related Marketing | Marketing strategy | CSR | Consumer Behaviour | Participation Intentions |"

Found 1 essay containing the words Cause Related Marketing | Marketing strategy | CSR | Consumer Behaviour | Participation Intentions |.

  1. 1. Cause Related Marketing -  The determining factors behind consumers’ intention to participate in different types of Cause Related Marketing campaigns

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Linus Johansson; Caroline Liljenberg; Cajsa Nordin; [2016]
    Keywords : Cause Related Marketing | Marketing strategy | CSR | Consumer Behaviour | Participation Intentions | Nonmonetary | Monetary | Sweden |;

    Abstract : Purpose - To extend the understanding of the determining factors behind consumers’ intention to participate in Cause Related Marketing campaigns and how they differ depending on if the campaign is monetary or nonmonetary.Design/methodology/approach - Drawing on Cause Related Marketing literature, 10 hypotheses were tested through regression analysis and ANOVA. READ MORE