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Enrique Carlos Bianchi, Gaspar Gracia Daponte, Cristian Canziani
Pág. 3 - 21
For the Argentine case, studies that identify increasing implementation of three major CSR triple-impact strategies?B corporations, purpose-driven brands and marketing, and cause-related marketing?focus predominantly on supply.The present study seeks to ...
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Yakup AKGÜL, Ayse AKYOL
Pág. 1 - 24
This study was conducted to develop a consumer driven scale for factors which have an effect on the tendency to participate in cause-related marketing campaigns. After detailed analysis, a scale was developed with 10 dimensions. Scale assessment was done...
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Min-ju Wang,Meng-Chih Shieh,Frank Pan
Pág. 141 - 147
Drugstore business encountered fierce competition with multiple retailers. Other than professional knowledge and legal protections, drugstores needed to win consumer?s trust by creating a favorable image. Based on the theory of planned behavior (TPB), th...
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Natalia Victorovna Kuznetsova,Elena Vladimirovna Matveeva
Pág. 68 - 72
This paper examines the characteristics that are peculiar to the corporate citizenship in the phase of maturity. The strategic forms of corporate citizenship that influence the productivity of the organization are explored. Modern business uses cause-rel...
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Halim Rizal Edy,Adiwijaya K.,Fauzan R.
Pág. 473 - 486
This study develops a conceptual model of Cause-related Marketing (CrM) investigating the effect of cause-brand fit, firm motives and altruistic attribution to customer inference and participation intention moderated by customer values. The approach used...
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Susan Rozensher
When American Express launched a campaign in 1984, pledging to donate a penny to the Statue of Liberty restoration project for each cardmember transaction, the promise of cause marketing caught the attention of both nonprofits with fundraising needs, as ...
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Luisa J. García
Pág. 39 - 58
Nowadays, therés a new business strategy in which the private sector iswillingly participating in social causes. This strategy is known as Cause Related Marketing and it involves a commercial activity in which a private business and a nongovernmental org...
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Nathan Heller
Pág. 163 - 171
Like many organizations in an economic downturn, such as a recession, nonprofits have experienced a decrease in donations from individuals, corporations, and governmental funding sources. This loss of funding has resulted in a reduction of services offer...
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