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Cause-related marketing : an extension of the congruity concept

Ringer, Allison, Oppewal, Harmen and Bednall, David 2005, Cause-related marketing : an extension of the congruity concept, in ANZMAC 2005 : Broadening the boundaries, conference proceedings, University of Western Australia, School of Business, Perth, W.A., pp. 198-206.

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Title Cause-related marketing : an extension of the congruity concept
Author(s) Ringer, Allison
Oppewal, Harmen
Bednall, David
Conference name Australian and New Zealand Marketing Academy Conference (2005 : Fremantle, Western Australia)
Conference location Fremantle, Western Australia
Conference dates 5-7 December 2005
Title of proceedings ANZMAC 2005 : Broadening the boundaries, conference proceedings
Editor(s) Purchase, Sharon
Publication date 2005
Conference series Australian and New Zealand Marketing Academy Conference
Start page 198
End page 206
Publisher University of Western Australia, School of Business
Place of publication Perth, W.A.
Summary This 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.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 064645546X
9780646455464
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2005, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009717

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