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Cause-related marketing : an extension of the congruity concept

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conference contribution
posted on 2005-01-01, 00:00 authored by Allison RingerAllison Ringer, H Oppewal, David Bednall
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.

History

Pagination

198 - 206

Location

Fremantle, Western Australia

Open access

  • Yes

Start date

2005-12-05

End date

2005-12-07

ISBN-13

9780646455464

ISBN-10

064645546X

Language

eng

Notes

Reproduced with the specific permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2005, ANZMAC

Editor/Contributor(s)

S Purchase

Title of proceedings

ANZMAC 2005 : Broadening the boundaries, conference proceedings

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