{"product_id":"cause-related-marketing-a-substitute-for-direct-donations-von-sebastian-siebert-1","title":"Cause Related Marketing. A substitute for direct donations?","description":"\u003cp\u003eMaster's Thesis from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,4, Aston University (Aston Business School), course: Business \u0026amp; Management, language: English, abstract: Despite the vast research on Cause-Related Marketing, little is known about the instrument¿s potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisation. The similarity with direct donations suggests that cause-marketed products bear the potential to tap the donation market. The present investigation extends prior research by identifying key drivers for purchasing cause-marketed products and its potential to gain access to the market of direct donations (Hypothesis 1). Second, the work tries to assess the geographic implications of a Cause-Related Marketing campaign (Hypothesis 2). The results of Hypothesis 1 indicate that cause-marketed products bear a potential to substitute direct donations. Findings of Hypothesis 2 show that the geographical context of a CRM campaign has implications on the cause supported by a\u003c\/p\u003e\u003cp\u003enongovernmental organisation.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783656559078\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783656559078","offer_id":39433376039005,"sku":"9783656559078","price":54.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/21be9bd2-cc09-4963-a28b-1c9aafaac1ed.jpg?v=1778049011","url":"https:\/\/shop.autorenwelt.de\/en\/products\/cause-related-marketing-a-substitute-for-direct-donations-von-sebastian-siebert-1","provider":"Autorenwelt Shop","version":"1.0","type":"link"}