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Zur Wirksamkeit von Testimonial Endorsed Cause-Related Marketing
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Nonprofit-Organisationen (NPO) konkurrieren immer strker um Spender, whrend Konsumenten erwarten, dass Unternehmungen sich gegenber der Gesellschaft verantwortlich verhalten. Mittels Cause-Related Marketing (CRM) kann eine NPO finanzielle Mittel generieren und eine Unternehmung soziale Verantwortung bernehmen, um sich dadurch von der Konkurrenz zu differenzieren. Patricia Lauper untersucht unter anderem den Einfluss von CRM auf die Konsumenteneinstellung der beworbenen Marke und auf das Kaufverhalten. Mit Hilfe von Experimenten misst sie die Wirksamkeit von CRM und leitet Handlungsempfehlungen fr die Praxis ab.
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