مقاله انگلیسی رایگان در مورد بازاریابی مرتبط عوارض منفی

elsevier

 

مشخصات مقاله
عنوان مقاله  Cause-related marketing of products with a negative externality
ترجمه عنوان مقاله  بازاریابی مرتبط با علت با عوارض منفی
فرمت مقاله  PDF
نوع مقاله  ISI
نوع نگارش مقاله مقاله پژوهشی (Research article)
سال انتشار

مقاله سال ۲۰۱۶

تعداد صفحات مقاله  ۱۰ صفحه
رشته های مرتبط  مدیریت
گرایش های مرتبط  بازاریابی
مجله

 مجله تحقیقات بازاریابی – Journal of Business Research

دانشگاه  بخش اقتصاد، دانشگاه ماساچوست آمهرست، امریکا
کلمات کلیدی  محصولات مرتبط با علت، دلیل بازاریابی، کمک مالی، انبساط، اثرات خارجی محیط زیست، جذب سرمایه
کد محصول  E4349
نشریه  نشریه الزویر
لینک مقاله در سایت مرجع  لینک این مقاله در سایت الزویر (ساینس دایرکت) Sciencedirect – Elsevier
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
دانلود رایگان مقاله دانلود رایگان مقاله انگلیسی
سفارش ترجمه این مقاله سفارش ترجمه این مقاله

 

بخشی از متن مقاله:
۱٫ Introduction

In everyday shopping decisions, consumers are increasingly confronted with “cause-related” products. In cause-related marketing (CRM), firms “join with charities or ‘causes’ to market a product or service for mutual benefit” (Krishna, 2011). In this context, a purchase by consumers triggers a donation by the firm to a non-profit organization. Well-known examples are the Yoplait “Save Lids to Save Lives” campaign, which promises to donate 10 cents to the Susan G. Komen for the Cure foundation for each yogurt lid returned by consumers; the Endangered Species Chocolate corporation, which donates 10% of its net profits to environmental organizations that help endangered species; and the ‘Drink 1, Give 10’ campaign of the French mineral-water bottler Volvic in partnership with UNICEF, for which each liter of bottled water purchased triggers a donation equivalent to ten liters of drinking water to people in African countries. Consumers typically respond favorably to cause-related product — “۸۰% [of Americans] are likely to switch brands, about equal in price and quality, to one that supports a cause” (Cone, 2010). Furthermore, 47% of consumers report frequently or occasionally purchasing products based on the causes they support (Bonetto, 2014).

These partnerships have raised significant funds for non-profit organizations and increased bottom-line profits for businesses. Although it is difficult to quantify cause-marketing spending, IEG’s numbers put corporate-cause sponsorship at $1.92 billion in 2015, predicted to grow to $2.00 billion in 2016 (Cause Marketing Forum). The literature on cause-related products include studies on emblematic programs (e.g., Pink Ribbon, RED) and has investigated reasons motivating businesses and not-for-profit organizations (NPO) to engage in these partnerships and their consequences for each partner, including consumers (e.g., Varadarajan & Menon, 1988; Strahilevitz & Meyers, 1998; Berglind & Nakata, 2005). Considerable attention has been devoted to practical dimensions shaping the effectiveness of these business deals such as the ‘fit’ between causes and businesses (e.g., Pracejus & Olsen, 2004).

The work of Fraser et al. (1988) suggests that cause-related products could provide an “anchor price” for donations in cases where people refrain from donating to charities because they have difficulties estimating a socially acceptable donation amount and fear donating an inappropriate amount (Dhar, 1996). Briers et al. (2007) argue that a low-priced exchange product may signal a donation price that is lower than the perceived donation price in mere donation settings and may legitimize small contributions. This strategy renders most excuses for noncompliance (e.g., “We can’t afford to help.”) inappropriate and make refusal socially embarrassing (see also Cialdini & Schroeder, 1976).

ارسال دیدگاه

نشانی ایمیل شما منتشر نخواهد شد.