bednall-causerelatedmarketing-2005.pdf (164.42 kB)
Cause-related marketing : an extension of the congruity concept
conference contribution
posted on 2005-01-01, 00:00 authored by Allison RingerAllison Ringer, H Oppewal, David BednallThis paper considers the concept of congruity or 'fit' in a cause-related marketing (CRM) context. At present, there is a gap in the literature that explores how nonprofit-forprofit pairings affect a consumer's response to and evaluation of CRM campaigns. This paper develops the concept of 'fit' with particular attention being paid to three dimensions, namely, cognitive, emotional and behavioural congruity and the role these concepts play in determining consumers’ perception of the 'relatedness' of products and causes.
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Event
Australian and New Zealand Marketing Academy Conference (2005 : Fremantle, Western Australia)Pagination
198 - 206Publisher
University of Western Australia, School of BusinessLocation
Fremantle, Western AustraliaPlace of publication
Perth, W.A.Start date
2005-12-05End date
2005-12-07ISBN-13
9780646455464ISBN-10
064645546XLanguage
engNotes
Reproduced with the specific permission of the copyright owner.Publication classification
E1 Full written paper - refereedCopyright notice
2005, ANZMACEditor/Contributor(s)
S PurchaseTitle of proceedings
ANZMAC 2005 : Broadening the boundaries, conference proceedingsUsage metrics
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