| Popis: |
This research attempts to gain a better understanding of cause related marketing (CRM) attributes by viewing CRM campaigns from a holistic perspective. By viewing it from such a perspective we are able to gain valuable insight into the various affects and interactions attributes have within a CRM campaign. The study specifically looks at the affect; consumer's level of effort in the campaign, the selection of donation proximity, cause type, presence of donation caps, presence of donation deadlines, donation framing and perceived corporation and charity fit have on brand choice share and consumer price elasticity. The study further investigates the overall affect the inclusion of a CRM offer has on consumer's price elasticity. Three different elicitation methods were used to capture the preferences for these attributes, specifically, a Discrete Choice Experiment, Best-Worst Scaling and Schwartz Portrait Value Scale. The findings indicate clear preferences to attributes and to the inclusion or exclusion of specific attributes. |
