Promotion of Transaction-Based Cause-Related Marketing: How Should the Source and the Impact of the Partnership Be Presented

被引：0

作者：

Stewart, Kristin ^{[1
]}

Dalakas, Vassilis ^{[1
]}

Wardley, Marcus ^{[1
]}

机构：

[1] Calif State Univ San Marcos, Dept Mkt, San Marcos, CA 92096 USA

来源：

SERVICES MARKETING QUARTERLY | 2022年 / 43卷 / 04期

关键词：

Cause-Related Marketing; consumer attitudes; framing; identifiable victim; nonprofits; partnerships; CORPORATE SOCIAL-RESPONSIBILITY; VICTIM; PERCEPTIONS; CONSUMERS; SYMPATHY; STRATEGY;

D O I：

10.1080/15332969.2021.1994192

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study used a 2 (promoting partner: for-profit vs. nonprofit) by 2 (impact: identifiable vs. statistical) between-subjects design collecting data online through Amazon Mechanical Turk from 302 participants. Attitudes toward the promoting partner were more favorable was when the promoted partner was the nonprofit (vs. for-profit). Further, attitude fully mediated the relationship between promoting partner frame and purchase intention. Our findings provide useful practical insight in that promoting the partnership through the nonprofit partner may yield better results than promoting it through the for-profit partner for transaction-based CRM activities.

引用

页码：466 / 484

页数：19

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