Cause Related Marketing

Background: Consumers in today’s market place request companies to take on responsibility and to act as good citizens. In this sense, cause-related marketing (CM) is a campaign format whereby a company promises to donate a specific amount to a non-profit organization (NPO) or cause in response to every CM-labeled product purchased by the consumer. Throughout the last 30 years CM has proven a successful campaign format that resonates well with consumers but also provides benefits for companies and NPOs. While scholars focused on the assessment of attitudes and behavioral responses towards CM, the specific Millennial age cohort and the study of consumers’ perception have been limited. Considering Millennials’ peculiar and unique characteristics, it was worth to investigate how Millennials view CM and to evaluate if a different set- up, management and communication of CM campaigns is required to best resonate with this age cohort. Better understanding Millennials is especially valuable because of the age cohorts’ spending power and future importance in the market place.  Purpose: The purpose of this thesis was to explore Millennials’ perception of CM by focusing on different stimulus factors associated with CM and individual factors related to the consumer.  Method: To attain the purpose, a systematic literature review was conducted to identify relevant stimulus factors and individual factors influencing perception of CM. Based on the factors identified three research questions were made central to semi-structured in-depth interviews as the main method of primary data collection. A total of twelve interviews were held with Millennial participants. The qualitative research approach chosen for this thesis allowed for rich data and deep insights into the perceptual process and Millennials’ interpretation of CM factors.  Conclusion: The findings indicate that Millennial participants processed CM campaign stimuli in a highly individual top-down approach, implying that individual beliefs, knowledge and experiences guided perception. Moreover, it became apparent that participants had a high need for transparency and required framing of different stimuli to resonate with this need. Regarding individual factors the findings of the thesis suggest that especially familiarity with the CM campaign format, personal identification with and perceived relevance of the supported cause as well as skepticism influenced participants’ perception of CM.

Diss. (sammanfattning) Umeå : Umeå universitet, 2005. / Härtill 5 uppsatser.

Diss. (sammanfattning) Umeå : Umeå universitet, 2006. / Härtill 4 uppsatser.

In Illinois, school boards that initiate dismissal proceedings against a tenured teacher without a clear understanding of teacher dismissal case law risk the possibility that an underperforming teacher could be reinstated to a teaching position. The purpose of this study was to examine the history, frequency, and legal basis of tenured teacher dismissals in Illinois for the period from 1990 through 2008 in an effort to identify, through quantitative (frequency counts) and qualitative (content analysis) methods, trends and/or patterns in tenured teacher dismissal hearing officer decisions and appellate court cases. The study was a replication, in part, of Paul W. Thurston's 1990 study of tenured teacher dismissal in Illinois. During the period from 1990 through 2008, 62 Illinois school districts dismissed 219 tenured teachers. Of the 219 dismissal cases, hearing officers upheld 142 dismissals (65%) and overturned 77 dismissals (35%). Dismissal cases generally fell into seven distinct categories: insubordination/absence, drug/alcohol misconduct, personal misconduct, sexual misconduct, physical abuse, incompetency, and lack of qualification to teach. Hearing officers tended to uphold a teacher's dismissal if the teacher had been previously warned and/or if the teacher's misconduct had done damage to students or the school. Hearing officers tended to overturn a teacher's dismissal if the school district failed to follow district and/or legal procedures and/or if the district failed to prove the charges against the teacher at hearing. In conclusion, school districts that are willing to accept the time and financial responsibility of dismissing a tenured teacher can effectively do so for certain insubordination, drug/alcohol misconduct, personal misconduct, sexual misconduct, physical abuse, and incompetence offenses. School districts must prove that the teacher's misconduct has done damage to students or the school, and the district should, when possible, issue a warning before attempting dismissal proceedings. School districts must also strictly comply with both district and legal procedures when dismissing a tenured teacher.

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The purpose of this thesis is to be able to conclude which of the two, cause fit communication or cause commitment communication, is the best strategy for companies to adapt when looking to reduce consumer skepticism when communicating their CSR. CSR is nowadays a core component in every business yet so many managers find it hard to justify because they do not reap the benefits from engaging in CSR (Porter & Kramer, 2006). CSR has to be communicated in order for companies to reap the benefits from their endeavors (McElhaney, 2009). However, when companies do this consumers tend to get skeptical about the CSR motives of the company, which results in companies not gaining any benefits from their CSR at all (Bhattacharya, 2010). To solve this problem, researchers have suggested many different communication strategies to reduce consumer skepticism when companies communicate their CSR. In this thesis we test the consumer skepticism reducinge ffects of Cause Fit Communication and Cause Commitment Communication to conclude which of the two is the most efficient at reducing consumer skepticism. To fulfill our purpose we have used a quantitative method and constructed a survey where we have asked people about their perception of different companies’ CSR communication when the companies used Cause Fit Communication or Cause Commitment Communication. The answers from the respondents were analyzed through which we could conclude which of the two strategies is better. From our findings it was very hard to conclude which of the two communication strategies was the best at reducing consumer skepticism. However, we could see that Cause Commitment Communication had the highest consumer skepticism reducing effects. After having conducted this research we truly believe that the two communication strategies can be just as efficient at reducing consumer skepticism as long as one follows the guidelines we have provided in this thesis.

Background: Cause-Related Marketing (CRM) is a popular marketing strategy where companies through this communication contribute to causes and engage their consumers by donating when they purchase a product and an amount of the revenue goes to charities. The concept has been divided into four different factors, being cause involvement, message, perceived cause fit and donation size. Cause-Related Marketing is of particular interest in regard to the sample as the next upcoming generation, Generation Z,  is forecasted to have great buying power and more awareness of societal issues. However, studies are lacking regarding this generation and especially in relation to Cause-Related Marketing as a strategy for influencing consumers purchase intentions. Hence, why this study tries to see how to reach this generation on their terms.  Purpose: The purpose of this study is to explain how Generation Z’s purchase intention is affected by four CRM factors.  Methodology:  This research has followed the structure of deductive research with a quantitative approach and with the research design of cross-sectional design. This further led to a self-complement online questionnaire being made, where the respondents consisted of Generation Z, with the ages of 18-26. The total number of respondents was concluded at 93. After collecting the data, the data has been cleaned and coded. Furthermore, by using Descriptive Statistics, Multiple Linear Regression, Cronbach's Alpha and Correlation Analysis the data was analysed and a result could be extracted. Findings: The result this research got from the empirical information, was that only one of the CRM factors had a significant and positive relation with Generation Z’s purchase intention, being Cause Involvement. The other factors had no significant relation with Generation Z’s purchase intention. Further, there was one item which was common in all factors and that one was emotion and to some extent knowledgeable.

Dysfunktionell stress bland sjukvårdspersonal är ett ökande problem i dagens samhälle. En av de vanligaste anledningarna för sjukfrånvaro bland sjukvårdspersonal är psykisk ohälsa och värk i rörelseapparaten på grund av dysfunktionell stress. Sjuksköterskor som måste ta itu med svåra skador och avlidna människor löper större risk att utsättas för höga nivåer av dysfunktionell stress. Ökad utsatthet för stress kan leda till en försämrad prestationsförmåga och en ökad risk för misstag som kan äventyra patientens säkerhet och hälsa. Litteraturstudien har för avsikt att beskriva orsaker till stress och dess påverkan på sjuksköterskan på en akutmottagning. Studien bygger på 10 vetenskapliga artiklar, sex kvantitativa samt fyra kvalitativa. Litteraturgranskningen resulterade i två teman. Administrativ och organisatorisk stress: Administrativ och organisatorisk stress härstammar primärt från en bristande blandning av personal med hög och låg kompetens, underbemanning, överbeläggningar samt omvårdnadskrävande patienter. Konflikter på grund av skillnader i senioritet, tjänstgöringstid, skillnader i vanor och arbetssätt ligger till grund för stress. Dåligt stöd har en stor påverkan på hur sjuksköterskor upplever stress. Vårdpersonal som känner stöd från kollegor och ledning upplever en större arbetstillfredsställelse, högre arbetsmoral och upplever mindre stress i arbetsvardagen. Patientrelaterad stress: Sjuksköterskor utsätts för våld samt traumatiska händelser i sitt vardagliga arbete som upplevs vara en stor orsak till stress. Ångest, skuldkänslor, rädsla samt utmattning är några känslor sjuksköterskor upplever efter hot och våld eller traumatiska händelser. Stress kan leda till minskad koncentrationsförmåga  och  fokus  bland  sjuksköterskor  vilket  kan  resultera  i  en försämrad vårdkvalité. Sjuksköterskor som utsätts för traumatiska händelser löper risk för att utveckla PTSD (posttraumatisk stress disorder). För att kunna tillfredsställa grundläggande behov, undvika lidande, bidra till ökat välbefinnande och inge trygghet hos patienten. Är det viktigt med en ökad insikt i sjuksköterskans stressfyllda arbetssituation på akutmottagningar.

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