Mohlo by se vám také líbit

Více informací o knize Dimensions and Effects of Perceived Fit in Cause Related Marketing

• Parametry knihy
• Anotace
• Oblíbené z jiného soudku

Nákupem získáte 336 bodů

Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Dimensions and Effects of Perceived Fit in Cause Related Marketing
• Podnázev: Theoretical and Empirical Analysis of the Consumer Perception of Fit and its Effects on Both Partners to a CrM-Alliance
• Autor: Elisabeth Hassek-Eder
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 424
• EAN: 9783838122779
• ISBN: 3838122771
• ID: 06903537
• Nakladatelství: Sudwestdeutscher Verlag Fur Hochschulschriften AG
• Hmotnost: 617 g
• Rozměry: 229 × 152 × 24 mm
• Datum vydání: 08. December 2011

Oblíbené z jiného soudku

---

---

---