Cause-Related-Marketing-Kampagnen erfolgreich konzipieren: by Frank Huber,Stefanie Regier,Maxime Rinino

By Frank Huber,Stefanie Regier,Maxime Rinino

Die Autoren untersuchen auf der foundation einer empirischen Studie die Wirkung einer sozialen Werbekampagne auf die Kaufabsicht eines Konsumenten am Beispiel einer Kooperation zwischen einer Pharmazeutikmarke und einer Non-Profit-Organisation. Sie leiten Handlungsempfehlungen für die Marketingpraxis ab, die besonders geeignet sind, die Kaufabsicht durch eine confident Einstellungsbildung zu beeinflussen.

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