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Full-Text Articles in Business
For A Good Cause : The Effects Of Cause Important, Cause Proximity, Congruency And Participation Effort On Consumers' Evaluation Of Cause Related Marketing, Stacy Landreth
LSU Doctoral Dissertations
In the past several years, companies have discovered the importance of strategic social alliances, particularly in the form of cause related marketing (CRM) programs. Varadarajan and Menon (1988) describe the key feature of CRM as is that the firm’s contribution is linked to consumers’ engagement in revenue producing transactions with the firm. It is essentially a way for a firm to “do well by doing good” and provides several benefits to both the firm and the non-profit organizations receiving the donations. In general, academic researchers have found favorable consumer attitudes toward the firm, products and the non-profit organization involved. Consumers …
The Effects Of Strategic Corporate Philanthropy On Consumer Perceptions: An Experimental Assessment, Joe M. Ricks, Jr.
The Effects Of Strategic Corporate Philanthropy On Consumer Perceptions: An Experimental Assessment, Joe M. Ricks, Jr.
LSU Doctoral Dissertations
There are many objectives for corporate philanthropic activity beyond altruism. Financial gain, increased image, and thwarting negative publicity have been suggested as potential objectives for corporate giving. This dissertation develops a 2X2 classification schema as a framework for empirical investigation and managerial decision making. Additionally this dissertation examines current models of corporate philanthropy and develops a new model for the use of philanthropy in crisis management using stakeholder theory. Finally it presents experimental assessments of various types of philanthropy based on the classification schema. Philanthropic activity is assessed in the context of two controlled experiments. The first experiment examines the …