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AbstractPrevious studies of cause-r
Abstract
Previous studies of cause-related marketing (CRM) have demonstrated that it can impact consumer choice. We replicate and extend these
findings using choice-based conjoint. Two studies involving 329 respondents show that fit between brand and charity can impact choice. In
terms of trade-offs against price discounts, donation to a high-fit charity can result in 5 – 10 times the value of donation to a low-fit charity.
We also find, however, that in both studies, the value of CRM does not justify its cost, at least in terms of short-term sales. Implications for
the selection of optimal donation levels for CRM campaigns are discussed.
D 2002 Elsevier Inc. All rights reserved.
Previous studies of cause-related marketing (CRM) have demonstrated that it can impact consumer choice. We replicate and extend these
findings using choice-based conjoint. Two studies involving 329 respondents show that fit between brand and charity can impact choice. In
terms of trade-offs against price discounts, donation to a high-fit charity can result in 5 – 10 times the value of donation to a low-fit charity.
We also find, however, that in both studies, the value of CRM does not justify its cost, at least in terms of short-term sales. Implications for
the selection of optimal donation levels for CRM campaigns are discussed.
D 2002 Elsevier Inc. All rights reserved.
0/5000
AbstractPrevious studies of cause-related marketing (CRM) have demonstrated that it can impact consumer choice. We replicate and extend thesefindings using choice-based conjoint. Two studies involving 329 respondents show that fit between brand and charity can impact choice. Interms of trade-offs against price discounts, donation to a high-fit charity can result in 5 – 10 times the value of donation to a low-fit charity.We also find, however, that in both studies, the value of CRM does not justify its cost, at least in terms of short-term sales. Implications forthe selection of optimal donation levels for CRM campaigns are discussed.D 2002 Elsevier Inc. All rights reserved.
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Abstrak
penelitian sebelumnya terkait penyebab marketing (CRM) telah menunjukkan bahwa hal itu dapat berdampak pilihan konsumen. Kami meniru dan memperluas ini
temuan menggunakan conjoint berdasarkan pilihan-. Dua penelitian yang melibatkan 329 responden menunjukkan bahwa kesesuaian antara merek dan amal dapat berdampak pilihan. Dalam
hal perdagangan-off melawan diskon harga, sumbangan untuk amal tinggi-fit dapat mengakibatkan 5 - 10 kali nilai donasi untuk amal rendah-fit.
Kami juga menemukan, bagaimanapun, bahwa dalam kedua studi, nilai CRM tidak membenarkan biaya, setidaknya dalam hal penjualan jangka pendek. Implikasi untuk
pemilihan tingkat sumbangan optimal untuk kampanye CRM dibahas.
D 2002 Elsevier Inc All rights reserved.
penelitian sebelumnya terkait penyebab marketing (CRM) telah menunjukkan bahwa hal itu dapat berdampak pilihan konsumen. Kami meniru dan memperluas ini
temuan menggunakan conjoint berdasarkan pilihan-. Dua penelitian yang melibatkan 329 responden menunjukkan bahwa kesesuaian antara merek dan amal dapat berdampak pilihan. Dalam
hal perdagangan-off melawan diskon harga, sumbangan untuk amal tinggi-fit dapat mengakibatkan 5 - 10 kali nilai donasi untuk amal rendah-fit.
Kami juga menemukan, bagaimanapun, bahwa dalam kedua studi, nilai CRM tidak membenarkan biaya, setidaknya dalam hal penjualan jangka pendek. Implikasi untuk
pemilihan tingkat sumbangan optimal untuk kampanye CRM dibahas.
D 2002 Elsevier Inc All rights reserved.
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