<p>American Express initiated a new marketing strategy twenty-five years ago. Forevery new card user the company donated one cent for the recovery of the Statueof Liberty. The success of the campaign exceeds the expectations. This strategywhere a company declares to spend a defined amount of money for a special causein order to push up its sales is called Cause-Related Marketing. Now more andmore companies use the cause-related marketing strategy as a way out of saturatedmarkets and growing consumer awareness. Billions of dollars are spent every yearin cause campaigns.</p><p>Because it is a relatively new approach many researches has shown interest in thismarketing communication strategy. However, there is still lack in the field ofcause-related marketing and especially in the consumer part.</p><p>This is also the field of interest for this dissertation and in particular how doescause-relates marketing strategy shape consumer attitude, perception and buyingbehaviour? In order to find out the answer of this question we relied on differenttheories and in addition we conducted a questionnaire among international students.</p><p>The results, even though restricted trough the sample, showed that there is aconnection between the cause-related marketing and buying behaviour andattitude. Consumers are more likely to support companies which are engaged incause campaigns and tend to develop positive attitude toward this company and itsproducts. The research was limited to sample of students who took part in thequestionnaire. A further investigation in this field could deliver deeperinformation and be useful for companies and researchers in the field of marketingcommunication and marketing strategies.</p>

<p>Corporate citizenship is a debatable topic, according to many authors corporate citizenship is equivalent to corporate governance, corporate social responsibility and business ethics. Therefore, we have explained all the four theories in order to equip our reader with the subject in concern. This topic is of growing concern taking the evolutions of the subject, the previous and ongoing scandals into consideration.   The paper will present an overview of the concept of Corporate Citizenship and its alliances and provides the readers with different definitions of the above mentioned concept. We explained the relation between Corporate Citizenship (CC) and Corporate Social Responsibility (CSR). We shall use both the terms CC and CRS interchangeably. After going through the literature we felt that there was not enough written about the leader’s role with regards to the ideology of Corporate Citizenship. Therefore, we took the opportunity and used these concepts to screen Steve Job the CEO of apple against the norms of corporate citizenship. Our choice of topic was also motivated by Fortune Magazine 2008-2009 edition.   We used Explorative study to fill our research gap by framing very general and broad research questions. A qualitative study was conducted with fifty (50) people from Umeå – Sweden.  Our interviewees were mostly students from university and one interview was conducted from the IT head of a public organization from Umeå Sweden.   Defying the theoretical concepts we used, we concluded that the consumers we interviewed embrace highly about the concepts of Corporate Citizenship but in practice, they did not bother to take these concepts into consideration before buying the product</p>

<p>Cause-Related Marketing (CRM) is not a completely new phenomenon, yet an idea whose time has truly come. To have commercial organizations cooperate with charity organizations for mutual profit is a "win-win-win" situation. The company gets added value to its brand, the charity organization gets to collect more money that it otherwise wouldn't and the customer gains a feeling that he or she has contributed to the society.</p><p>The purpose of this thesis is to study how a company, in practice, works with CRM marketing. How do they choose which charity organization to work with,what type of product is most appropriate to market with CRM and how is the CRM campaign designed? A theoretical model is then formed to answer these questions, after a thorough research of relevant theory on the subject. Through a qualitative multiple case study we thereafter studied this at three large companies on the Swedish market, ICA, Kellogg's and Lindex.</p><p>Our findings showed that all three companies work very similar with these issues. They cooperate with large well known charity organizations and they think that it's very important that the product and the cause match each other. The products are consistently low involvement products, which is also shown in the theoretical model. The CRM campaign lasts for a shorter period of time and the message is clear so it fast and easy will reach the customers.</p>

The aim of this study is to investigate what factors are important when implementing cause-related marketing within the Swedish fashion retail market, in order to change the purchase intention of customers. Cause-related marketing (CRM) is a widely used marketing tool within the Swedish fashion industry. There has been an increasing trend of using cause-related marketing as part of corporate social responsibility strategy. Companies increasingly believe that associating their corporate identity with good causes can be an effective marketing tool. There is limited research about CRM with a bearing on the Swedish market and the fashion industry. This has given the authors an interesting field for research and analysis. A quantitative method was used to collect primary data. A survey was conducted among customers of H&amp;M, Lindex, Mango and Indiska. These companies were chosen after the observation of a large amount of Swedish based fashion retailers and their involvement within CRM. The results indicate that there is a link between cause-related marketing and customer purchase intentions. CRM campaigns have positive effects on customers by increasing their purchase intentions. Marketing communication, price, customer attitude and fit are important factors that affect the purchase of CRM products. A further investigation can be useful for companies and researchers in the field of marketing strategies.

Cause-Related Marketing (CRM) is not a completely new phenomenon, yet an idea whose time has truly come. To have commercial organizations cooperate with charity organizations for mutual profit is a "win-win-win" situation. The company gets added value to its brand, the charity organization gets to collect more money that it otherwise wouldn't and the customer gains a feeling that he or she has contributed to the society. The purpose of this thesis is to study how a company, in practice, works with CRM marketing. How do they choose which charity organization to work with,what type of product is most appropriate to market with CRM and how is the CRM campaign designed? A theoretical model is then formed to answer these questions, after a thorough research of relevant theory on the subject. Through a qualitative multiple case study we thereafter studied this at three large companies on the Swedish market, ICA, Kellogg's and Lindex. Our findings showed that all three companies work very similar with these issues. They cooperate with large well known charity organizations and they think that it's very important that the product and the cause match each other. The products are consistently low involvement products, which is also shown in the theoretical model. The CRM campaign lasts for a shorter period of time and the message is clear so it fast and easy will reach the customers.

American Express initiated a new marketing strategy twenty-five years ago. Forevery new card user the company donated one cent for the recovery of the Statueof Liberty. The success of the campaign exceeds the expectations. This strategywhere a company declares to spend a defined amount of money for a special causein order to push up its sales is called Cause-Related Marketing. Now more andmore companies use the cause-related marketing strategy as a way out of saturatedmarkets and growing consumer awareness. Billions of dollars are spent every yearin cause campaigns. Because it is a relatively new approach many researches has shown interest in thismarketing communication strategy. However, there is still lack in the field ofcause-related marketing and especially in the consumer part. This is also the field of interest for this dissertation and in particular how doescause-relates marketing strategy shape consumer attitude, perception and buyingbehaviour? In order to find out the answer of this question we relied on differenttheories and in addition we conducted a questionnaire among international students. The results, even though restricted trough the sample, showed that there is aconnection between the cause-related marketing and buying behaviour andattitude. Consumers are more likely to support companies which are engaged incause campaigns and tend to develop positive attitude toward this company and itsproducts. The research was limited to sample of students who took part in thequestionnaire. A further investigation in this field could deliver deeperinformation and be useful for companies and researchers in the field of marketingcommunication and marketing strategies.

No description available.

Recently, the environmental consciousness has grown gradually in the world. The trend of the green consuming has been the important, global issue. If the enterprise wants to maintain the competence, and have the sustainable management, it should take the environmental issue as a new opportunity and start to do the green marketing and the green advertisement to attract the consumers. The previous research about the influence of Ad appeals on the Ad effect is more related to the comparison between rational appeal and emotional appeal, but it still lack consistent result. Besides, the research on the Ad effect of Cause Related Marketing has just focused on CRM Ad but lack the study of Green Ad. Therefore, this study would take the influence of different Ad appeals and CRM on the green Ad effect and would have a study on the bottled water. The present study uses experimental design to investigate the effects of the types of Ad appeals (emotional appeal and moral appeal) and CRM (with and without) on green Ad effect. And a 2X2 factorial design is conducted. The results indicate that in the green Ad of the bottled water, the influence of rational appeal and emotional appeal on Ad effect is no significantly different. The green Ad effects with CRM and without CRM are no significantly different. The modifying effect of Ad with and without CRM is working in Ad attitude,is not working in brand attitude and purchasing intention.

¡@¡@With the concern of corporate social responsibility, companies acting as a good citizen has become an important issue. Cause-related marketing (CRM) refers to a company¡¦s aliance with a non-profit organization (NPO): when customers buy the company¡¦s products, the company donates a portion of their profits to the NPO. Through CRM, corporates can effectively enhance their images and customer evaluations. NPOs can increase their visiablity and incomes as well. Customers are able to help NPOs through produce purchase. Therefore, how to enhance the effectiveness of CRM has become a very important issue for both researchers and practitioners. ¡@¡@Based on the previous research in CRM, consumer behavior, and cross-cultural psychology literature, the present study develops a theoretical framework and hypotheses. By using the 2*2*2 experimental design with a cross-cultural sample, the present study examines whether impacts of type of NPO (help-self versus help-others) and national cultures (masculinity versus femininity) interact with two types of advertising appeals (self-focuses versus other-focused) in adverstising persuasion (purchase intentions and corporate image evaluation). The data were collected from 82 Taiwan respondents and 62 Germany respondents, with 15 to 20 respondents for each condition. Multivariate analysis of covariance was performed to test the proposed hypotheses. ¡@¡@The results showed that type of NPO interacts with advertising appeals in advertising persuasion: When consumers perceive a NPO¡¦s nature as help-self, self-focused appeal leads to higher purchase intentions and more favorable corporate image evaluation. In addition, the three-way interaction among type of NPO, national culture and advertising appeals is also significant. The effects of self-focused appeal on advertising persuation are strengthened when a NPO wih help-self orientation is chosen as a cause in a country with masculine culture. Theoretical, methodological, and practical implications are discussed.

Cause-related marketing (CRM), which combines business goals and corporate social responsibility, has recently become a trend in Taiwan as well as in the whole world. Although recent studies have begun to examine potential factors that might affect CRM effectiveness, influences of emotional appeals on CRM remain unexplored. Therefore, based on previous studies relevant to charitable donations, this study compares the effects of guilt appeal and warmth appeal in CRM ads. In addition, brand¡¦s gender traits are also considered to observe how they sway the effectiveness of the emotional appeals. The present study uses experimental design to investigate the effects of the types of emotional appeals (guilt appeal vs. warmth appeal) and brand¡¦s gender traits (feminine brand vs. masculine brand) on CRM effectiveness. And a 2X2 factorial design is conducted. Four different scenarios are established through fictitious CRM ads, and the ad effects are measured by purchase intention and attitude toward the brand to observe the response under different scenarios. The results indicate that there is an interaction effect between emotional appeals and brand¡¦s gender traits on CRM effectiveness. The feminine brand is more effective while using CRM. Furthermore, the feminine brand is more effective than the masculine brand while the warmth appeal is used to promote a CRM ad, but such superior effect disappears as it turns to guilt appeal. According to these findings, this study suggests that marketers should consider the ¡§gender¡¨ of their brands before choosing an appropriate emotional appeal in the CRM ad to reach their goals.