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