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Full-Text Articles in Business
Reconceptualizing The Hierarchical Service Quality Model: The Case Of Agritourism Events, Rebecca Liang Tang, Jessica Hurst, Linda Niehm, Anne-Marie Fiore, Amy Dorie, Sara Jablon-Roberts
Reconceptualizing The Hierarchical Service Quality Model: The Case Of Agritourism Events, Rebecca Liang Tang, Jessica Hurst, Linda Niehm, Anne-Marie Fiore, Amy Dorie, Sara Jablon-Roberts
College of Business Faculty Publications and Research
No abstract provided.
Measuring The Impact Of Cause-Related Marketing: A Meta-Analysis Of Nonprofit And For-Profit Alliance Campaigns, Michelle M. Rego, Mark A. Hamilton, Dana Rogers
Measuring The Impact Of Cause-Related Marketing: A Meta-Analysis Of Nonprofit And For-Profit Alliance Campaigns, Michelle M. Rego, Mark A. Hamilton, Dana Rogers
College of Business Faculty Publications and Research
Cause-related marketing (CRM) campaigns are a type of joint venture between a business concern and a nonprofit organization. To determine effect sizes for these campaigns, a series of bivariate meta-analyses were conducted using a random effects assumption. Results included the effect of CRM advertising on brand attitudes, r = .248, 95% CI(0.189,0.373), and purchase intentions, r = .277, 95% CI(0.141, 0.404), and the effect of cause-brand fit on brand attitudes, r = .239, 95% CI(0.167,0.309), and purchase intentions, r = .319, 95% CI(0.206, .423). Unfortunately for nonprofit organizations, none of the seven meta-analyses conducted found any effect for the study …