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Customer Perception towards Cause-related Marketing Campaigns in the German Fashion Industry
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This bachelor thesis deals with a fairly new marketing tool, which is referred to as Cause-related Marketing (CrM). The aim of this thesis is to investigate whether CrM in the fashion industry has equally potential to change consumers’ attitudes and purchasing behavior in a favorable way, which in turn, would make it a profitable marketing strategy.The conceptual background of CrM is exposed, including motives, design variables, threats and previous study results. Furthermore, the fashion consumer is characterized, with an emphasis on underlying motives and needs, attitudes and personal traits.In order to gain empirical data, a quantitative research method was used in the form of an online survey. People were asked to show their attitudes towards CrM mainly in the form of a four-stage Likert scale. After the data collection, the questionnaires were evaluated via the statistic program SPSS and the results were analyzed.Findings are that the overall awareness of CrM programs is still retained. Additionally, consumers are quite skeptical about CrM programs, which asks for a better education on the part of the implementing company and more transparency about outcomes and results of CrM campaigns. Nevertheless, CrM has high potential to attract new consumers and also influences attitudes in a positive way. A better opinion about the company and an increase in its trustworthiness are the results of this attitude change.However, concerning increased customer loyalty, CrM in the fashion industry is of subordinated importance.The most influencing design variables are credibility and transparency of the CrM campaign, whereas duration and geographical scope seem to be of subordinated importance for a positive evaluation. Medium influencing factors are the donation amount and mechanism and also the company-cause fit.

Place, publisher, year, edition, pages
2014. , p. 94
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-22448Local ID: FE-V14-G3-002OAI: oai:DiVA.org:miun-22448DiVA, id: diva2:732874
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Available from: 2014-07-07 Created: 2014-07-07 Last updated: 2014-07-07Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
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  • Other locale
More languages
Output format
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  • asciidoc
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