國立虎尾科技大學 |

Toward Developing a Model for Fit in Cause-Related Marketing.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Toward Developing a Model for Fit in Cause-Related Marketing./
作者:	Liebetrau, Jennifer.
面頁冊數:	1 online resource (299 pages)
附註:	Source: Masters Abstracts International, Volume: 56-06.
Contained By:	Masters Abstracts International56-06(E).
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9780355154085

Toward Developing a Model for Fit in Cause-Related Marketing.
Liebetrau, Jennifer.

Toward Developing a Model for Fit in Cause-Related Marketing. - 1 online resource (299 pages)

Source: Masters Abstracts International, Volume: 56-06.

Thesis (M.Sc.)

Includes bibliographical references

The main purpose of this thesis was to illuminate the concept of fit in cause-related marketing (CRM) by proposing and testing a valenced model for CRM fit. The model was created based on an integration of extant CRM fit literature and theoretical frameworks. It distinguishes three general fit types (positive, neutral, negative) along the two dimensions of commonality and valence. Within the general fit categories, a further classification into nine sub-types of fit was suggested. In two studies it was shown that negative fit, compared to positive and neutral fit, constituted a fit type that was most difficult to interpret and classify in that it was seen as negative, positive, and also neutral fit. Commonality and valence ratings, together with fit categorizations, suggested a re-ordering of some fit categories, particularly natural theme, prevention, created theme, and general interest fit. In terms of CRM attitudes and purchase intentions, positive fit types were rated most favorable. The negative prevention fit sub-type evoked responses comparable to positive fit sub-types. Generally, negative fit types were regarded as most unfavorable relative to positive fit and neutral fit.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355154085Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Toward Developing a Model for Fit in Cause-Related Marketing.
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245 1 0 $a Toward Developing a Model for Fit in Cause-Related Marketing.
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300 $a 1 online resource (299 pages)
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500 $a Source: Masters Abstracts International, Volume: 56-06.
500 $a Advisers: Debra Z. Basil; Mary Runte.
502 $a Thesis (M.Sc.) $c University of Lethbridge (Canada) $d 2017.
504 $a Includes bibliographical references
520 $a The main purpose of this thesis was to illuminate the concept of fit in cause-related marketing (CRM) by proposing and testing a valenced model for CRM fit. The model was created based on an integration of extant CRM fit literature and theoretical frameworks. It distinguishes three general fit types (positive, neutral, negative) along the two dimensions of commonality and valence. Within the general fit categories, a further classification into nine sub-types of fit was suggested. In two studies it was shown that negative fit, compared to positive and neutral fit, constituted a fit type that was most difficult to interpret and classify in that it was seen as negative, positive, and also neutral fit. Commonality and valence ratings, together with fit categorizations, suggested a re-ordering of some fit categories, particularly natural theme, prevention, created theme, and general interest fit. In terms of CRM attitudes and purchase intentions, positive fit types were rated most favorable. The negative prevention fit sub-type evoked responses comparable to positive fit sub-types. Generally, negative fit types were regarded as most unfavorable relative to positive fit and neutral fit.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Marketing. $3 557931
650 4 $a Management. $3 558618
655 7 $a Electronic books. $2 local $3 554714
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690 $a 0454
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710 2 $a University of Lethbridge (Canada). $b Management. $3 1182399
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