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How Direct Competition of Cause-Related Marketing Donations alters Consumer Preferences and the Importance of Cause Characteristics

Abwägungen zwischen alternativen gemeinnützigen Projekten können besonders schwer fallen. Nicht zuletzt trägt der Entscheidungskontext wesentlich dazu bei, wie individuelle Präferenzen z. B. zwischen humanitären, städtischen und ökologischen Projekten ausfallen. Eine Serie von Experimenten und Feldstudien zeigt welche Kontexte für NGOs besonders förderlich sind, um Mittel für gemeinnützige Projekte durch unternehmerische Cause Marketing Kooperationen einzuwerben.

Institution

Business Administration

Researcher

Prof. Dr. Mark Heitmann

Contact

Tel.: +49 40 42838 8676 E-Mail: customer-insight"AT"wiso.uni-hamburg.de

Funded by

DFG

Links

Contact
Universität Hamburg
Center for a Sustainable University
Mittelweg 177
20148 Hamburg
www.nachhaltige.uni-hamburg.de
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