Success Factors of Cause-Related Marketing – What Developing Countries Can Learn from a German Sweets Campaign

Steffen, Adrienne; Günther, Sabine A.

doi:10.5171/2013.724720

Cited by 4 publications

(3 citation statements)

References 17 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Thus, these moderating factors will be studied to understand how they affect the influence of consumer evaluations of brand-cause fit. Indeed, prior studies underline that these variables should be also considered when analysing the impact of brand-cause fit on consumers' purchase intention and on their response to CrM campaigns (Guerreiro, et al, 2015;Steffen & Günther, 2013;Melero & Montaner, 2016).…”

Section: Figure 1 -Research Model and Research Questionsmentioning

confidence: 99%

“…Thus, it is fundamental that the company identifies causes and problems that are relevant to the brand's target consumers (Grau & Folse, 2007;Guerreiro et al, 2015). Moreover, Steffen & Günther (2013) pointed out that consumers' willingness to participate in CrM campaigns increases with their proximity and involvement with the cause.…”

Section: Table 6 -Brand-cause-consumer Alignmentmentioning

confidence: 99%

See 1 more Smart Citation

How does brand-cause fit influence the success of CrM campaigns?

Campelos¹

2021

Handbook of Sustainability-Driven Business Strategies in Practice

View full text Add to dashboard Cite

Investment in Cause-Related Marketing (CrM) is growing, as consumers are becoming more socially concerned and demanding in terms of corporate socially responsible practices.Furthermore, the use of CrM can result in several benefits for the company, the cause supported and consumers. Since brand-cause fit is a key determinant of the success of CrM, this study will analyse the underlying factors that affect the relationship between brandcause fit and consumer response to CrM. A qualitative research strategy was employed, using a case study methodology with a sample of five CrM campaigns. Findings suggest that the impact of brand-cause fit on purchase intention is often affected by factors, such as consumer-cause involvement and corporate image, which decrease the effect of consumers' evaluations of fit. A favourable corporate image, positive track record of CrM initiatives, high consumer-cause engagement and cause relevance increase consumer trust in the company/brand and affect the success of CrM.

show abstract

Section: Figure 1 -Research Model and Research Questionsmentioning

confidence: 99%

Section: Table 6 -Brand-cause-consumer Alignmentmentioning

confidence: 99%

How does brand-cause fit influence the success of CrM campaigns?

Campelos¹

2021

Handbook of Sustainability-Driven Business Strategies in Practice

View full text Add to dashboard Cite

show abstract

“…Lebih lanjut, terkait dengan kegiatan CSR di negara berkembang, Steffen & Günther (2013: 3) menyebutkan bahwa kegiatan promosi CSR justru dipandang sebagai suatu kelemahan di negara berkembang. Hampir 50 persen perusahaan tidak melaporkan informasi terkait kegiatan CSR yang mereka lakukan (Berniak-Woźny, 2010: 280).…”

Section: Tabel 2 Karakteristik Respondenunclassified

Peran Moderasi CSR Pada Pengaruh Citra Merek Terhadap Loyalitas Merek

Zulianti

Ramadania

2018

EKUITAS

View full text Add to dashboard Cite

Pada beberapa dekade terakhir, industri Air Minum Dalam Kemasan (AMDK) telah mengalami pertumbuhan yang pesat dan berkembang menjadi bisnis dengan prospek yang sangat menjanjikan. Munculnya beberapa pemain baru dalam industri AMDK menyebabkan tingkat persaingan untuk memperebutkan pangsa pasar menjadi semakin ketat. Oleh karena itu, pembentukan citra merek yang kuat menjadi salah satu strategi jitu untuk memenangkan pasar dan meraih keunggulan melalui loyalitas merek. Namun pergeseran persepsi konsumen telah memberikan tekanan kepada perusahaan agar tak hanya dapat mempertahankan profitabilitasnya tetapi juga mampu bertindak secara etis. Corporate Social Responsibility (CSR) kemudian muncul sebagai salah satu strategi sekaligus solusi untuk memenangkan persaingan. Penelitian ini dilakukan untuk mengetahui peran moderasi CSR pada pengaruh citra merek terhadap loyalitas merek pada konsumen AQUA di Pontianak. Penelitian ini menggunakan metode survey. Pengambilan sampel menggunakan purposive sampling terhadap 200 konsumen AQUA di Pontianak. Hasil empiris menunjukkan bahwa citra merek berpengaruh signifikan terhadap loyalitas merek dan CSR dapat berfungsi sebagai moderator hubungan antara keduanya. Namun, dalam hal perannya sebagai moderator, CSR berpengaruh secara negatif sehingga dapat menurunkan loyalitas merek. Penelitian ini memberikan temuan bahwa perusahaan harus fokus pada efektivitas kampanye CSR nya

show abstract

Building consumer trust and satisfaction through sustainable business practices with organic supermarkets

Steffen

Doppler

2019

Case Studies in Food Retailing and Distribution

Self Cite

View full text Add to dashboard Cite

The project team would like to thank everyone who has made this study possible, including members of the European Commission, the participants who attended the study's workshop, and other stakeholders who have provided the team with invaluable information and support. We especially thank Dr Franck Nievens for facilitating the "Future Vision" workshop. We also warmly thank Shailendra Mudgal and Eric Labouze for continuous support to this work.

show abstract

Success Factors of Cause-Related Marketing – What Developing Countries Can Learn from a German Sweets Campaign

Cited by 4 publications

References 17 publications

How does brand-cause fit influence the success of CrM campaigns?

How does brand-cause fit influence the success of CrM campaigns?

Peran Moderasi CSR Pada Pengaruh Citra Merek Terhadap Loyalitas Merek

Building consumer trust and satisfaction through sustainable business practices with organic supermarkets

Contact Info

Product

Resources

About