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The effects of cause-related marketing on customers' attitudes and buying behavior

Author: Denise Steckstor
Publisher: Wiesbaden : Gabler Verlag, ©2012.
Dissertation: Diss.-- Technische Universität München, 2011.
Series: Gabler research., Applied marketing science.
Edition/Format:   Thesis/dissertation : Document : Thesis/dissertation : eBook   Computer File : EnglishView all editions and formats
Database:WorldCat
Summary:
Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. Especially against the background of an increased marketing accountability, Denise Steckstor develops a comprehensive model of Cause-Related Marketing determinants and customer attitudes as well as behavior and validates it on the basis of a quasi-experimental field  Read more...
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Genre/Form: Electronic books
Material Type: Document, Thesis/dissertation, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Denise Steckstor
ISBN: 9783834970787 3834970786 383493240X 9783834932402
OCLC Number: 760305958
Description: 1 online resource (xvi, 176 pages).
Series Title: Gabler research., Applied marketing science.
Responsibility: Denise Steckstor ; with a foreword by Florian von Wangenheim.
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Abstract:

Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. This title develops a comprehensive model of  Read more...

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