The Business of Being Good: CRM Strategies and For-Profit Organizations

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dc.contributor.authorCrepeau, Danielle
dc.date.accessioned2018-08-28T19:16:51Z
dc.date.available2018-08-28T19:16:51Z
dc.date.issued2018
dc.description.abstractMany studies have measured the impact of cause related marketing (CRM) strategies on nonprofit organizations, however few have been able to measure the impact that these strategies can have on the for-profit organizations employing them. This study hypothesizes that a co-branded CRM strategy will have greater benefits for a for-profit organization than will a jointly-branded strategy or no strategy at all. This hypothesis was tested using two studies, both with a 2x3 factorial design for firms with both a positive and negative brand reputation. It was found that, for an organization with a negative image, consumers viewed the organization more positively when they employed a co-branding strategy. It was also found that the consumer was likely to donate more to a cause supported by the firm with a negative image when they used a cobranded strategy as opposed to a jointly-branded strategy. Alternatively, firms with a positive image generated more donations for a cause through a jointly-branded strategy.en_US
dc.identifier.citationCrepeau, Danielle, "The Business of Being Good: CRM Strategies and For-Profit Organizations" (2018). Honors Projects in Marketing. Paper 25. https://digitalcommons.bryant.edu/honors_marketing/25en_US
dc.identifier.urihttps://digitalcommons.bryant.edu/cgi/viewcontent.cgi?referer=https://scholar.google.com/&httpsredir=1&article=1024&context=honors_marketing
dc.identifier.urihttp://hdl.handle.net/11212/3909
dc.language.isoen_USen_US
dc.subjectmarketingen_US
dc.subjectbrandingen_US
dc.subjectnon-profiten_US
dc.subjectimageen_US
dc.subjectdonationsen_US
dc.titleThe Business of Being Good: CRM Strategies and For-Profit Organizationsen_US
dc.typeArticleen_US

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