Cause-related marketing (CRM) campaigns will account for an estimated $1.5 billion in corporate spending in 2008 and industry analysts expect CRM to become part of mainstream brand communication strategies in the coming years. One campaign, called Product (RED), combines several companies offering various RED-branded products with the RED organization. Companies donate different amounts from RED products to the Global Fund, a nonprofit agency that aims to help eliminate AIDS in Africa. Through an extended-self theoretical framework, this study examines the attitudes and opinions of Millennial consumers — a group that has an estimated $50 billion in annual discretionary spending — toward corporate social responsibility (CSR), CRM and the RED campaign. Findings from focus group discussions indicate Millennials are receptive toward CRM campaigns and RED in particular, but they express concern about the motives of affiliated companies. And while they view CRM as an effective fundraising tool for nonprofits, they do not tend to base purchase decisions on a company's CSR or CRM initiatives. Additional findings and managerial and theoretical implications are discussed.
| Identifer | oai:union.ndltd.org:TCU/oai:etd.tcu.edu:etd-05122009-153621 |
| Date | 12 May 2009 |
| Creators | Peterson, Kara |
| Contributors | Julie O'Neil |
| Publisher | Texas Christian University |
| Source Sets | Texas Christian University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf, application/msword |
| Source | http://etd.tcu.edu/etdfiles/available/etd-05122009-153621/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to TCU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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