• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin
【24h】

Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin

机译：在印度和美国，影响对与因果相关的营销反应的因素：新颖性，利他动机和公司起源

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

This study explores attitudes toward cause-related marketing campaigns in two nations at different levels of development: India and the United States. The research assesses novelty as one of the underlying factors distinguishing attitudes toward such campaigns as well as perceptions of a company's motives. The report further argues that 1) the type of company sponsoring the campaign (national versus multinational), and 2) the location of the cause supported (national versus international) impacts the effectiveness of cause related marketing efforts. Results support the majority of the predictions. Indian consumers find cause-related marketing campaigns more novel and attribute higher levels of altruistic motives for companies engaging in this tactic than their American counterparts. Indian consumers are also more positive when campaigns are undertaken by an Indian company versus a multinational corporation. However, the beneficiary of the campaign (a local or worldwide charity) does not impact attitudes toward the campaign for either consumer group. The discussion addresses implications for marketers and researchers.
机译：这项研究探讨了印度和美国这两个处于不同发展水平的国家对与因果相关的营销活动的态度。这项研究将新颖性视为区别对待此类活动态度和对公司动机的看法的根本因素之一。该报告进一步指出，1）赞助活动的公司类型（国家或跨国），以及2）受支持的原因（国家与国际）的位置会影响与原因相关的营销工作的有效性。结果支持大多数预测。与美国同行相比，印度消费者发现与因果相关的营销活动更新颖，并且对从事这种策略的公司赋予更高程度的利他动机。当印度公司而不是跨国公司开展运动时，印度消费者也更加积极。但是，活动的受益人（本地或全球慈善机构）不会影响任何一个消费者群体对活动的态度。讨论解决了对营销人员和研究人员的影响。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号