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Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,4, Aston University (Aston Business School), course: Business & Management, language: English, abstract: Despite the vast research on Cause-Related Marketing, little is known about the instrument's potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisation. The similarity with direct donations suggests that cause-marketed products bear the potential to...

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Wirtschaftspolitik, Note: 1,65, Georg-August-Universitat Gottingen, Veranstaltung: Reale Auenwirtschaft, 17 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Die regelmaig stattfindenden Welthandelsrunden stellen ein zentrales Element bei der Liberalisierung des Welthandels dar. Es handelt sich somit um die bedeutendsten internationalen Verhandlungen in Wirtschaftsfragen. Die Uruguay-Runde als bislang letzte Liberalisierungsrunde gab der Welthandelsordnung ein vollig neues Gesicht mit weitreichenden Neuerungen und Erfolgen. Dabei...

Despite the vast research on Cause-Related Marketing, little is known about the instrument's potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisation. The similarity with direct donations suggests that cause-marketed products bear the potential to tap the donation market. The present investigation extends prior research by identifying key drivers for purchasing cause-marketed products and its potential to gain access to the market of direct donations (Hypothesis 1). Second, the work tries to assess the...