Despite the vast research on Cause-Related Marketing, little is known about the instrument’s potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisation. The similarity with direct donations suggests that cause-marketed products bear the potential to tap the donation market. The present investigation extends prior research by identifying key drivers for purchasing cause-marketed products and its potential to gain access to the market of direct donations (Hypothesis 1). Second, the work tries to assess the geographic implications of a Cause-Related Marketing campaign (Hypothesis 2). The results of Hypothesis 1 indicate that cause-marketed products bear a potential to substitute direct donations. Findings of Hypothesis 2 show that the geographical context of a CRM campaign has implications on the cause supported by a
nongovernmental organisation.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Literature Review
- Traditional Marketing
- Definitions of Traditional Marketing
- Concepts of Traditional Marketing
- Summary Traditional Marketing
- Cause-Related Marketing
- Definitions of Cause-Related Marketing
- Concepts of Cause-Related Marketing
- Benefits and Risks of Cause Related Marketing
- Summary Cause-Related Marketing
- Cause Affinity
- Customer Behaviour
- Definitions of Cause Affinity
- Concepts of Cause Affinity
- Summary Cause Affinity
- Traditional Marketing
- Methodology
- Summary
- Business Research Strategies
- Reliability, Replication, Validity
- Secondary Research & Primary Research
- The Self-Completion Questionnaire
- The Approach
- The Likert Scale
- Population, Sample and Common Errors
- Description of Population and Sample
- Common Sampling Errors
- Ethical considerations
- Statistics
- General Donation Behaviour
- Have you ever donated money, time or goods for charity purposes or charity organisations?
- How did you mostly get involved with charity organisations?
- How often do you get involved for a charity organisation?
- What is your preferred geographic context of involvement?
- I do not donate for the reason(s) of:
- Distribution of Responsibility & Attitude towards Cause-Marketed Products
- Companies have a social responsibility.
- Consumers have a social responsibility.
- A consumer can remedy shortcomings with his buying behaviour
- The disposition of products which support a charitable cause is part of a corporation's responsibility
- The purchase of products which support a charitable cause is part of a consumer's responsibility.
- I specifically purchase products which support a charitable cause
- If I purchase a product which supports charitable causes I want to engage nationally/internationally.
- I would pay a higher price for products, which support a charitable cause.
- I perceive donating as more convenient when I buy products which support charitable causes
- If I were to specifically buy products which support a charitable cause, I would be less engaged in charitable organisations
- Which of the following statements describes you the most?
- I wish more companies would support a charitable cause.
- Which NATIONAL charitable cause would you prefer to support when purchasing a product which supports a charitable cause?
- Which INTERNATIONAL charitable cause would you prefer to support when purchasing a product which supports a charitable cause?
- Summary Statistics
- General Donation Behaviour
- Analysis
- Aim of the Study
- Statistical Analysis
- Distribution of Responsibility & Attitude towards Cause-Marketed Products
- Assessing the Preferred Causes
- Implication for Literature
- Summary Analysis
- Recommendations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation investigates the relationship between cause-related marketing and direct donations. It aims to determine whether cause-related marketing can be considered a substitute for traditional charitable giving.
- Cause-related marketing practices and their impact on consumer behavior
- The role of cause affinity in shaping consumer preferences
- The perceived social responsibility of both consumers and corporations in relation to charitable causes
- The effectiveness of cause-related marketing campaigns as a tool for social change
- The potential for cause-related marketing to influence consumer attitudes and behavior towards charitable giving
Zusammenfassung der Kapitel (Chapter Summaries)
The dissertation begins by providing a comprehensive literature review exploring the concepts of traditional marketing, cause-related marketing, and cause affinity. The following chapter focuses on the methodology employed in this study, including the design of the self-completion questionnaire used to gather data. The subsequent chapter presents statistical analysis of the data collected through the questionnaire, exploring various aspects of consumer donation behavior and attitudes towards cause-related marketing. Finally, the analysis chapter delves into the key findings and insights derived from the statistical data, examining the interplay between cause-related marketing and direct donations.
Schlüsselwörter (Keywords)
This dissertation focuses on the intersection of marketing, consumer behavior, and charitable giving. Key themes include cause-related marketing, cause affinity, consumer social responsibility, and the potential of cause-related marketing to influence charitable donations.
- Quote paper
- Sebastian Siebert (Author), 2012, Cause Related Marketing. A substitute for direct donations?, Munich, GRIN Verlag, https://www.grin.com/document/266095
