{"product_id":"9783954892143","title":"Cause Related Marketing: A Substitute for Direct Donations?","description":"Despite the vast research on Cause-Related Marketing, little is known about the instrument's potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisation. The similarity with direct donations suggests that cause-marketed products bear the potential to tap the donation market. The present investigation extends prior research by identifying key drivers for purchasing cause-marketed products and its potential to gain access to the market of direct donations (Hypothesis 1). Second, the work tries to assess the geographic implications of a Cause-Related Marketing campaign (Hypothesis 2).The results of Hypothesis 1 indicate that cause-marketed products bear a potential to substitute direct donations. Findings of Hypothesis 2 show that the geographical context of a CRM campaign has implications on the cause supported by a nongovernmental organisation.","brand":"Anchor Academic Publishing","offers":[{"title":"Default Title","offer_id":47038563483888,"sku":"9783954892143","price":78.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9783954892143_p0.jpg?v=1763707905","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9783954892143","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}