Dimensions and Effects of Perceived Fit in Cause Related Marketing: Theoretical and Empirical Analysis of the Consumer Perception of Fit and Its Effects on Both Partners to a Crm-alliance - Elisabeth Hassek-eder - Livros - Südwestdeutscher Verlag für Hochschulsch - 9783838122779 - 8 de dezembro de 2011
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Dimensions and Effects of Perceived Fit in Cause Related Marketing: Theoretical and Empirical Analysis of the Consumer Perception of Fit and Its Effects on Both Partners to a Crm-alliance

Elisabeth Hassek-eder

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Dimensions and Effects of Perceived Fit in Cause Related Marketing: Theoretical and Empirical Analysis of the Consumer Perception of Fit and Its Effects on Both Partners to a Crm-alliance

Cause related marketing (CrM) appears to have become increasingly popular in recent years. One construct deemed central for the effectiveness of a CrM campaign is the fit that consumers perceive between the alliance partners. But which dimensions are relevant to the consumer perception of fit? And how does perceived fit influence consumer affinity towards both the nonprofit-organisation and the company involved in CrM? Based on a well-structured review of research into the construct of fit, Elisabeth Hassek-Eder develops a model of dimensions of fit potentially relevant in a CrM setting. This model is subsequently substantiated and refined in an empirical study and yields a number of dimensions of fit that for-profit companies and nonprofit-organisations can resort to when looking for a suitable CrM partner. Moreover, the author provides empirical evidence which suggests that perceived fit affects affinity towards both alliance partners differently: whereas for-profit companies and their brands stand to gain from high perceived fit, nonprofit-organisations appear to face a higher risk of losing esteem as a consequence of their CrM commitment.

Mídia Livros     Paperback Book   (Livro de capa flexível e brochura)
Lançado 8 de dezembro de 2011
ISBN13 9783838122779
Editoras Südwestdeutscher Verlag für Hochschulsch
Páginas 424
Dimensões 150 × 24 × 226 mm   ·   649 g
Idioma German