EAN: 9783954892143

CAUSE RELATED MARKETING A SUBSTITUTE FOR DIRECT...

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.

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