{"id":4539,"date":"2019-07-26T11:33:18","date_gmt":"2019-07-26T08:33:18","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=4539"},"modified":"2019-07-26T19:17:28","modified_gmt":"2019-07-26T16:17:28","slug":"to-what-extent-company-image-improves-through-cause-related-marketing-an-evidence-from-food-industry","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/to-what-extent-company-image-improves-through-cause-related-marketing-an-evidence-from-food-industry","title":{"rendered":"To What Extent Company Image Improves through Cause-Related Marketing? An Evidence from Food Industry"},"content":{"rendered":"

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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nTo What Extent Company Image Improves through Cause-Related Marketing? An Evidence from Food Industry<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nTutku Eker \u0130\u015fcio\u011flu<\/td>\n<\/tr>\n
Cilt:<\/td>\n10<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n4<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2019<\/td>\n<\/tr>\n
Sayfa:<\/td>\n973-990<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2019.214<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
For the past two decades increasing effort has been given to investigating the influence of cause-related marketing (CRM) activities on consumers\u2019 attitudes and behaviours. Because consumers may react differently to companies that operate in the same industry with similar CRM applications, the understanding of the requirements of a successful CRM application is crucial. This study aims to investigate to what extent the company image would improve for a company after applying a CRM campaign. It is suggested that the magnitude of company image improvement would be influenced by: (1) company trustworthiness; (2) the type of CRM campaign (being either a strategic or a tactical campaign). To test the hypotheses, Repeated Measures MANCOVA was used with a sample of 600 respondents in Istanbul, Turkey. The results show that only the type of CRM campaign improves the company image and surprisingly tactical CRM campaign results in more image improvement than does strategic CRM campaign.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nCompany Image, Cause Related Marketing, Company Trustworthiness, Type of CRM, Repeated Measures MANCOVA<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM31, M14<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: To What Extent Company Image Improves through Cause-Related Marketing? An Evidence from Food Industry Yazar(lar): Tutku Eker \u0130\u015fcio\u011flu Cilt: 10 Say\u0131: 4 Y\u0131l: 2019 Sayfa: 973-990 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2019.214 \u00d6z For the past two decades increasing effort has been given to investigating the […]<\/p>\n

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