Essays about: "Cause-Related Marketing CRM"
Showing result 1 - 5 of 9 essays containing the words Cause-Related Marketing CRM.
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1. Exploring Audience Perception of a Cause-Related Sponsorship Campaign : The Case of Hummel and the Danish National Football TeamDuring The 2022 FIFA World Cup
University essay fromAbstract : Background: There has been a noticeable growth in the use of sponsorships and corporate social responsibility in the world of professional sports, especially in football. This phenomenon is not particularly surprising given that modern companies are forced to compete for the attention of more socially conscious audiences. READ MORE
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2. Do They Practice What They Preach? : A quantitative study on how Generation Z’s purchase intention is affected by four CRM factors
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Background: Cause-Related Marketing (CRM) is a popular marketing strategy where companies through this communication contribute to causes and engage their consumers by donating when they purchase a product and an amount of the revenue goes to charities. The concept has been divided into four different factors, being cause involvement, message, perceived cause fit and donation size. READ MORE
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3. Cause-Related Marketing in the Face of Environmental CSI: Who Donates - Firm or Customer? A quantitative study of CRM-initiatives within the transportation sector.
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Cause-related marketing (CRM), where money is donated to a cause in connection with a purchase, has become a popular marketing strategy to increase funding for a good cause while improving customer relationships. As many firms act within corporate social irresponsible (CSI) industries, an ambiguity regarding how to engage in CRM is present. READ MORE
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4. Get consumers walk into the sustainability talk : an analysis of consumers' sustainability perception via business’s sustainable practice, focusing on a case study from IKEA
University essay from Lunds universitet/LUCSUSAbstract : As more and more companies are realizing the importance to integrate sustainability with their economic prosperity development, Triple Bottom Line functions as companies' Polaris to guide them to incorporate "People, Planet" considerations into their "Profit" seeking goal. Corporate social responsibility initiatives are adopted by many companies. READ MORE
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5. “We’re Stronger Together”: A Co-Creational Approach to Cause- Related Marketing
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : Avoiding consumer skepticism of corporate social responsibility programs has become an important factor in CSR communication. Literature points towards a need for a more consumer-focused, symmetrical approach to CSR communication, especially in the case of cause-related marketing. READ MORE