The role of cause involvement, attitude toward cause-related marketing and perceived motivations in predicting consumers’ intentions to participate in a CRM campaign

dc.contributor.author Meyers, Beth
dc.date 2018-10-22T14:13:46.000
dc.date.accessioned 2020-06-30T05:32:29Z
dc.date.available 2020-06-30T05:32:29Z
dc.date.issued 2014-01-01
dc.description.abstract <p>Although cause-related marketing (CRM) campaigns can result in positive responses from consumers and increased purchase intentions (Gupta & Pirsch, 2006), in recent years there has been a backlash towards these campaigns. Critics of CRM question the transparency of the alliance and whether the firm is partnering with the cause to help it (other-serving motivations) or to simply increase their profits (self-serving motivations). As consumers are exposed to CRM on store shelves and in the media, they form their attitude toward CRM.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2014/presentations/59/
dc.identifier.articleid 2874
dc.identifier.contextkey 11986852
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2014/presentations/59
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/50639
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2014/presentations/59/2014_ITAA_CB_030.pdf|||Sat Jan 15 01:03:30 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.keywords Cause
dc.subject.keywords marketing
dc.subject.keywords motivations
dc.subject.keywords involvement
dc.title The role of cause involvement, attitude toward cause-related marketing and perceived motivations in predicting consumers’ intentions to participate in a CRM campaign
dc.type event
dc.type.genre event
dspace.entity.type Publication
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