To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry

Tutku EKER İŞCİOĞLU (Piri Reis Üniversitesi)
Business and Economics Research Journal
1 0
Yıl: 2019 Cilt: 10 Sayı: 4 Sayfa Aralığı: 973 - 990 Metin Dili: İngilizce DOI: 10.20409/berj.2019.214 İndeks Tarihi: 21-01-2020

To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry

Öz:
For the past two decades increasing effort has been given to investigating theinfluence of cause-related marketing (CRM) activities on consumers’ attitudes andbehaviours. Because consumers may react differently to companies that operate in thesame industry with similar CRM applications, the understanding of the requirements ofa successful CRM application is crucial. This study aims to investigate to what extent thecompany image would improve for a company after applying a CRM campaign. It issuggested that the magnitude of company image improvement would be influenced by:(1) company trustworthiness; (2) the type of CRM campaign (being either a strategic ora tactical campaign). To test the hypotheses, Repeated Measures MANCOVA was usedwith a sample of 600 respondents in Istanbul, Turkey. The results show that only thetype of CRM campaign improves the company image and surprisingly tactical CRMcampaign results in more image improvement than does strategic CRM campaign.
Anahtar Kelime:

Konular: İş İşletme İktisat İşletme Finans
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA EKER İŞCİOĞLU T (2019). To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry. , 973 - 990. 10.20409/berj.2019.214
Chicago EKER İŞCİOĞLU TUTKU To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry. (2019): 973 - 990. 10.20409/berj.2019.214
MLA EKER İŞCİOĞLU TUTKU To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry. , 2019, ss.973 - 990. 10.20409/berj.2019.214
AMA EKER İŞCİOĞLU T To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry. . 2019; 973 - 990. 10.20409/berj.2019.214
Vancouver EKER İŞCİOĞLU T To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry. . 2019; 973 - 990. 10.20409/berj.2019.214
IEEE EKER İŞCİOĞLU T "To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry." , ss.973 - 990, 2019. 10.20409/berj.2019.214
ISNAD EKER İŞCİOĞLU, TUTKU. "To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry". (2019), 973-990. https://doi.org/10.20409/berj.2019.214
APA EKER İŞCİOĞLU T (2019). To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry. Business and Economics Research Journal, 10(4), 973 - 990. 10.20409/berj.2019.214
Chicago EKER İŞCİOĞLU TUTKU To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry. Business and Economics Research Journal 10, no.4 (2019): 973 - 990. 10.20409/berj.2019.214
MLA EKER İŞCİOĞLU TUTKU To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry. Business and Economics Research Journal, vol.10, no.4, 2019, ss.973 - 990. 10.20409/berj.2019.214
AMA EKER İŞCİOĞLU T To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry. Business and Economics Research Journal. 2019; 10(4): 973 - 990. 10.20409/berj.2019.214
Vancouver EKER İŞCİOĞLU T To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry. Business and Economics Research Journal. 2019; 10(4): 973 - 990. 10.20409/berj.2019.214
IEEE EKER İŞCİOĞLU T "To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry." Business and Economics Research Journal, 10, ss.973 - 990, 2019. 10.20409/berj.2019.214
ISNAD EKER İŞCİOĞLU, TUTKU. "To What Extent Company Image Improves through CauseRelated Marketing? An Evidence from Food Industry". Business and Economics Research Journal 10/4 (2019), 973-990. https://doi.org/10.20409/berj.2019.214
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30-04-2024 22:15

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