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Exploring the link between cause-related marketing and brand building
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Polonsky, Michael Jay and Macdonald, Emma K. (2000) Exploring the link between cause-related marketing and brand building. International Journal of Nonprofit and Voluntary Sector Marketing, 5 (1). pp. 46-57. doi:10.1002/nvsm.96 ISSN 1465-4520.
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Official URL: http://dx.doi.org/10.1002/nvsm.96
Abstract
The use of cause‐related marketing (CRM) is increasing around the world and provides benefits to both firms and causes, by linking the two organisations together. Most of the CRM literature examines this strategy from a for‐profit perspective. This paper examines how this literature could be equally applicable to examining CRM from a not‐for‐profit perspective. That is CRM programmes can positively and negatively impact on a not‐for‐profit's brand, which is frequently its most valuable asset. In this way CRM can be related to a number of not‐forprofit brand and brand equity issues including brand awareness, brand attitude and intention to support the CRM programme. Copyright © 2000 Henry Stewart Publications
Item Type: | Journal Article | ||||||
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Divisions: | Faculty of Social Sciences > Warwick Business School | ||||||
Journal or Publication Title: | International Journal of Nonprofit and Voluntary Sector Marketing | ||||||
Publisher: | Wiley-Blackwell Publishing Ltd. | ||||||
ISSN: | 1465-4520 | ||||||
Official Date: | January 2000 | ||||||
Dates: |
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Volume: | 5 | ||||||
Number: | 1 | ||||||
Page Range: | pp. 46-57 | ||||||
DOI: | 10.1002/nvsm.96 | ||||||
Status: | Peer Reviewed | ||||||
Publication Status: | Published | ||||||
Access rights to Published version: | Restricted or Subscription Access |
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