Charity Affiliation: Uncovering a New Key Variable for Cause-Related Marketing
Carolanne Kuntz Azan D. B. a.
Dbc Publishing
2017
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Charity Affiliation: Uncovering a New Key Variable for Cause-Related Marketing The research conducted for this book indicates the presence of a relationship between charity affiliation and consumer purchase preference for Cause-Related Marketing (CRM) campaign products. A better understanding of purchase preference based upon the strength of consumers' affiliation could support or alter current market segmentation and the targeted marketing efforts of both CRM sponsors and charities engaged in CRM. This research suggests a new way to target markets that could assist with the creation of CRM product lines which may be more appealing to consumers. Challenging the traditional market segmentation of CRM products suggests a newer and stronger viewpoint of development and implementation of a CRM strategy to achieve the best outcomes for both for-profit business sponsors and non-profit charities. Marketers at both for-profit and non-profit organizations, and consumers could all be positively impacted by the results of this exploratory research. A percentage from every book sold will be donated to animal rescue organizations in St. Augustine, Florida. Key Search Terms: advertising, affiliation, alliance partner, Baby Boomer, buy one get one free (BOGO), brand alliances, brand engagement, brand loyalty, campaign products, Cause-Related Marketing (CRM), charitable-giving behavior, Charity Affiliation, charity-linked products, charity-linked promotions, collaboration continuum, collectivism, competition, purchase preference variable, conflict of interest, consumer affiliation, consumer attitudes, consumer behavior, consumer brand bonds, consumer decision process, consumer rewards, consumer traits, consumer trust, consumer confidence, corporate social responsibility (CSR), Corporate Social Responsibility Index Study, Cause-Related Marketing (CRM), cultural mindset, demographic niches, demographic trends, demographics, donation practice, economic trends, emotional connection, emotional trigger, for-profit organizations, fund-raising / fundraising, Generation Z, gratification, household spending, human interactions, individualism, market environment, market segmentation, market share, market type, marketers, marketing campaign, marketing plan, marketing strategy, Millennial, motives, non-profit / nonprofits, partner brands, Philanthropic, positive motivational attribution, professional alliances, profitability, promotional activities, purchase preferences, purchasing behavior, purchasing power, Quick Response (QR) codes, Quantitative research, relational phenomena, relationship marketing, sales marketing method, sample size, segmentation, segment-specific marketing plans, social exchange theory, social responsibility, spending traits, strategic planning, target audience behavior, Target marketing, transactional model, Transactional Stage, trends, volunteer / volunteerism #affiliation, #alliancepartner, #brandengagement, #brandloyalty, #campaignproducts, #CauseRelatedMarketing #CharityAffiliation, #charitylinkedpromotions, #collectivism, #competition, #consumeraffiliation, #consumerattitudes, #consumerbehavior, #consumerrewards, #consumertraits, #culturalmindset, #demographicniches, #demographictrends, #demographics, #donationintent, #donationpractice, #economictrends, #emotionalconnection, #emotionaltrigger, #fundraising, #fundraising, #fundraising, #gratification, #householdspending, #marketsegmentation, #markettype, #marketers, #marketingcampaign, #marketingstrategy, #Millennial, #motives, #nonprofit, #partnerbrands, #professionalalliances, #purchasepreferences, #purchasingbehavior, #purchasingpower, #QRCodes, #Quantitativeresearch, #relationshipmarketing, #salesmarketingmethod, #samplesize, #segmentation, #spendingtraits, #strategicplanning, #surveyinstrument, #targetaudiencebehavior, #Targetmarketing, #transactionalmodel, #trends, #volunteer
