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Cause related Marketing - en jämförelse mellan brand-cause fit och consumer-cause fit i reklamkampanjer

Grimshorn, Cornelia LU ; Jurlander, Ann-Charlott LU and Saga, Aleksander LU (2013) FEKH29 20131
Department of Business Administration
Abstract (Swedish)
Syftet med studien var att undersöka studenters attityder till CrM samt se om det finns skillnader i studenters attityder gentemot CrM med brand-cause fit och CrM med consumer-cause fit och med studien ämnade vi bidra till existerande teori och forskning om CrM.
Studiens empiri utgörs av insamlad data från 236 stycken pappersenkäter som besvarades av kaffedrickande och margarinätande studenter på Ekonomihögskolan i Lund samt Lunds Tekniska Högskola. Enkäterna undersökte två oberoende variabler: brand-cause fit och consumer-cause fit och deras effekt på fyra beroende variabler: kampanjattityd, varumärkesattityd, köpintention och rekommendationsbenägenhet.
Vår studie visar att CrM-initiativ i reklamkampanjer kan resultera i en signifikant... (More)
Syftet med studien var att undersöka studenters attityder till CrM samt se om det finns skillnader i studenters attityder gentemot CrM med brand-cause fit och CrM med consumer-cause fit och med studien ämnade vi bidra till existerande teori och forskning om CrM.
Studiens empiri utgörs av insamlad data från 236 stycken pappersenkäter som besvarades av kaffedrickande och margarinätande studenter på Ekonomihögskolan i Lund samt Lunds Tekniska Högskola. Enkäterna undersökte två oberoende variabler: brand-cause fit och consumer-cause fit och deras effekt på fyra beroende variabler: kampanjattityd, varumärkesattityd, köpintention och rekommendationsbenägenhet.
Vår studie visar att CrM-initiativ i reklamkampanjer kan resultera i en signifikant förbättrad
varumärkesattityd och rekommendationsbenägenhet hos konsumenter. Studien visar också att det är svårt
att urskilja signifikanta skillnader mellan hur brand-cause fit och consumer-cause fit påverkar
konsumenters utvärdering av CrM-kampanjer, vilket visar att consumer-cause fit är en relevant aspekt
inom CrM. (Less)
Abstract
The purpose of this study was to investigate students’ attitudes toward CrM and see whether attitudes differ between CrM with brand-cause fit and CrM with consumer-cause fit and our aim was to contribute to existing CrM theory.
The study’s empirical data was collected from 236 paper-based surveys that were filled out by coffee-drinking and margarine-eating students at Lund’s School of Economics and Management and Lund’s Faculty of Engineering. The survey investigated the effects of two independent variables: brand-cause fit and consumer-cause fit on four dependent variables: attitude towards campaign, brand attitude, purchase intent and propensity to recommend.
Our study results show that CrM initiatives in advertising campaigns can lead... (More)
The purpose of this study was to investigate students’ attitudes toward CrM and see whether attitudes differ between CrM with brand-cause fit and CrM with consumer-cause fit and our aim was to contribute to existing CrM theory.
The study’s empirical data was collected from 236 paper-based surveys that were filled out by coffee-drinking and margarine-eating students at Lund’s School of Economics and Management and Lund’s Faculty of Engineering. The survey investigated the effects of two independent variables: brand-cause fit and consumer-cause fit on four dependent variables: attitude towards campaign, brand attitude, purchase intent and propensity to recommend.
Our study results show that CrM initiatives in advertising campaigns can lead to a significant improvement in consumer brand attitudes and consumers’ propensity to recommend. Furthermore, the study results show no significant difference in consumer evaluations of CrM campaigns with brand-cause fit and consumer-cause fit, which means that consumer-cause fit is a relevant fit to consider in CrM. (Less)
Please use this url to cite or link to this publication:
author
Grimshorn, Cornelia LU ; Jurlander, Ann-Charlott LU and Saga, Aleksander LU
supervisor
organization
alternative title
Cause related Marketing - a comparison between brand-cause fit and consumer-cause fit in advertising campaigns
course
FEKH29 20131
year
type
M2 - Bachelor Degree
subject
keywords
CSR, CrM, consumer-cause fit, brand-cause fit, konsumentbeteende
language
Swedish
id
3901071
date added to LUP
2013-08-06 15:43:23
date last changed
2013-08-06 15:43:23
@misc{3901071,
  abstract     = {The purpose of this study was to investigate students’ attitudes toward CrM and see whether attitudes differ between CrM with brand-cause fit and CrM with consumer-cause fit and our aim was to contribute to existing CrM theory.
The study’s empirical data was collected from 236 paper-based surveys that were filled out by coffee-drinking and margarine-eating students at Lund’s School of Economics and Management and Lund’s Faculty of Engineering. The survey investigated the effects of two independent variables: brand-cause fit and consumer-cause fit on four dependent variables: attitude towards campaign, brand attitude, purchase intent and propensity to recommend.
Our study results show that CrM initiatives in advertising campaigns can lead to a significant improvement in consumer brand attitudes and consumers’ propensity to recommend. Furthermore, the study results show no significant difference in consumer evaluations of CrM campaigns with brand-cause fit and consumer-cause fit, which means that consumer-cause fit is a relevant fit to consider in CrM.},
  author       = {Grimshorn, Cornelia and Jurlander, Ann-Charlott and Saga, Aleksander},
  keyword      = {CSR,CrM,consumer-cause fit,brand-cause fit,konsumentbeteende},
  language     = {swe},
  note         = {Student Paper},
  title        = {Cause related Marketing - en jämförelse mellan brand-cause fit och consumer-cause fit i reklamkampanjer},
  year         = {2013},
}