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The effects of cause and donation size of cause-related marketing program on consumers' intention to buy

Author

Listed:
  • Dubravka Sinčić Ćorić

    (Faculty of Economics and Business, University of Zagreb)

  • Nataša Kurnoga Živadinović

    (Faculty of Economics and Business, University of Zagreb)

  • Marija Dropuljić

    (Zagrebačka banka d.d.)

Abstract

There were different understandings of cause-related marketing in the past. It has been described as a form of horizontal cooperative sales promotion, a tie-in between corporate philanthropy and sales promotion, synonymous with corporate sponsorship of charitable causes, the initiation and funding of deserving causes, or as marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. Nowadays, cause-related marketing is considered a specific type of relationship between profit- and nonprofit- organizations, where both partners receive potential benefit.

Suggested Citation

  • Dubravka Sinčić Ćorić & Nataša Kurnoga Živadinović & Marija Dropuljić, 2011. "The effects of cause and donation size of cause-related marketing program on consumers' intention to buy," EFZG Working Papers Series 1108, Faculty of Economics and Business, University of Zagreb.
    • Handle: RePEc:zag:wpaper:1108
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    File URL: http://web.efzg.hr/repec/pdf/Clanak%2011-08.pdf
    File Function: First version, 2011
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    Cited by:

    1. Amel Chaabouni & Kaouther Jridi & Fatma Bakini, 2021. "Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 129-150, March.

    More about this item

    Keywords

    cause-related marketing; cause of the CRM campaign; donation size in the CRM campaign; consumers’ intention to buy;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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