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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Buying For A Cause: Consumer Attitudes Towards Cause Marketing, Using Theory Of Planned Behavior, Katie Lynn Sloan
Buying For A Cause: Consumer Attitudes Towards Cause Marketing, Using Theory Of Planned Behavior, Katie Lynn Sloan
Master's Theses (2009 -)
This research was conducted to learn if consumer attitudes and purchase intentions of cause marketing products could be recognized and better understood by applying Icek Ajzen’s Theory of Planned Behavior (TPB). Specifically, the researcher intended to learn more about consumer participation in cause marketing programs and to start a discussion about what consumers expect or hope to gain from their participation. This study applied purchase-triggered donation cause marketing to a post-test experimental design to investigate if purchase intentions are higher when a cause marketing appeal was present and to learn more about the application of TPB in cause marketing consumer …
Inside The Halls And Walls: Exploring Csr From The Employee Perspective, Katharine Miller
Inside The Halls And Walls: Exploring Csr From The Employee Perspective, Katharine Miller
Master's Theses (2009 -)
This study offered a unique opportunity to explore, more deeply, the internal dimension of Corporate Social Responsibility (CSR) through the perspective of employees, specifically communication professionals. The primary focus was on how companies are communicating CSR internally through the work of communication professionals while then exploring how these individuals make sense of CSR and what it means within their organization. Therefore, data provided insight into how CSR is understood and made meaningful in an organizational context to see if these activities are really embedded into the culture rather than just promoted for good press seen externally. Notable findings of this …