Cause-related marketing : an extension of the congruity concept
Contribuinte(s) |
Purchase, Sharon |
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Data(s) |
01/01/2005
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Resumo |
This paper considers the concept of congruity or 'fit' in a cause-related marketing (CRM) context. At present, there is a gap in the literature that explores how nonprofit-forprofit pairings affect a consumer's response to and evaluation of CRM campaigns. This paper develops the concept of 'fit' with particular attention being paid to three dimensions, namely, cognitive, emotional and behavioural congruity and the role these concepts play in determining consumers’ perception of the 'relatedness' of products and causes.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
University of Western Australia, School of Business |
Relação |
http://dro.deakin.edu.au/eserv/DU:30009717/bednall-causerelatedmarketing-2005.pdf http://smib.vuw.ac.nz:8081/www/anzmac2005/cd-site/pdfs/14-Social/14-Ringer.pdf |
Direitos |
2005, ANZMAC |
Tipo |
Conference Paper |