Research Article
Year 2019,
Volume: 9 Issue: 18, 186 - 202, 26.12.2019
Abstract
İşletmeler, amaca dönük pazarlama ile sosyal sorumluluk ve pazarlama
stratejilerini birleştirerek ekonomik ve sosyal faydayı birlikte
üretebilmektedirler. Ancak firmaların ekonomik fayda sağlaması, tüketicilerin
amaca dönük pazarlama kampanyalarına şüphe ile bakmasına neden olabilmektedir.
Tüketici şüphesi, amaca dönük pazarlama kampanyalarında en önemli risk
faktörlerinden biridir. Bu çalışmada, tüketici
şüpheciliği yanında tüketici sinizmi ve algılanan tüketici etkinliğinin amaca
dönük ürün satın alma niyeti üzerine etkisi yapısal eşitlik modellemesiyle
analiz edilmiştir. Analiz sonucunda
tüketici şüpheciliğin ve tüketici sinizminin amaca dönük ürün satın alma niyeti
üzerine doğrudan etkisinin olmadığı, algılanan tüketici etkinliği aracılığıyla dolaylı
bir etkiye sahip olduğu tespit edilmiştir.
References
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Andrew, Hill, Ronald Paul, (2006), The Impact of Perceived Corporate Social Responsibility on Consumer Behavior, Journal of business research, 59(1), s.46-53. BRONN, P. S. ve VRIONI, Albana Belliu, (2001), Measuring Norwegians’ Skepticism to Cause Related Marketing, In European Marketing Association Conference, Bergen, May.Ellen, Pam Scholder, Wıener, Joshua Lyle ve Cobb-Walgren, Cathy, (1991), The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors, Journal of Public Policy & Marketing, 10(2), s.102-117.Foreh, Mark R. ve Grıer, Sonya, (2003), When is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism, Journal of consumer psychology, 13(3), s.349-356. Graff, Jenny, (2003), Cause-Related Marketing: Relevance and Application in British Cancer Charities-A Case Study Approach. diplom. de. Graham, Sandra ve Folkes, Valerie S., (2014), Attribution Theory: Applications to Achievement, Mental Health, and Interpersonal Conflict. Psychology Press. Hair, Joseph F., et al. (2010). Multivariate Data Analysis: Prentice Hall.Helm, Amanda E., Moulard, Julie Guidry ve Richins, Marsha, (2015), Consumer Cynicism: Developing A Scale to Measure Underlying Attitudes Influencing Marketplace Shaping and Withdrawal Behaviours, International Journal of Consumer Studies, 39(5), s.515-524.Helm, Amanda, (2004), Cynics and Skeptics: Consumer Dispositional Trust, (eds.: Barbara E. Kahn and Mary Frances Luce), Advances in Consumer Research, s.345-351, Valdosta, GA: Association for Consumer Research,Human, Debbie ve Terblanche, Nic S., (2012), Who Receives What? The Influence of the Donation Magnitude and Donation Recipient in Cause-Related Marketing, Journal of Nonprofit & Public Sector Marketing, 24(2), s.141-160.Lafferty, Barbara A. ve Edmondson, Diane R., (2014), A Note on The Role of Cause Type in Cause-Related Marketing. Journal of Business Research, 67(7), s.1455-1460. Lafferty, Barbara A., (2009), Selecting The Right Cause Partners for The Right Reasons: The Role of Importance and Fit in Cause‐Brand Alliances, Psychology & Marketing, 26(4), s.359-382. Navia, Luis E., (1996), Classical Cynicism: A Critical Study, Greenwood Publishing Group.Nilsson, Jonas, (2008), Investment with A Conscience: Examining The Impact of Pro-Social Attitudes and Perceived Financial Performance on Socially Responsible Investment Behavior, Journal of Business Ethics, 83(2), s.307–325.Pinkleton, Bruce E., Um, Nam-Hyun ve Austin, Erica Weintraub, (2002), An Exploration of the Effects of Negative Political Advertising on Political Decision Making. Journal of Advertising, 31(1), s.13-25.Qamar, Nida ve Lodhi, Rab Nawaz, (2013), An Empirical Study of Cause Related Marketing and Consumer Purchase Decision: Evidence from Pakistan, World Applied Sciences Journal, 23(8), s.1125-1134.Rim, Hyejoon ve Kim, Sora, (2016), Dimensions of Corporate Social Responsibility (Csr) Skepticism and Their Impacts on Public Evaluations Toward Csr, Journal of Public Relations Research, 28(5-6), s.248-267.Robinson, Stefanie Rosen. Irmak, Caglar ve Jayachandran, Satish, (2012), Choice of Cause in Cause-Related Marketing, Journal of marketing, 76(4), s.126-139. Schäffer, Utz, (2007), Management Accounting & Control Scales Handbook, Springer Science & Business Media.Shackleton, Vivian John, (1995), Business leadership. Thomson Learning. Singh, Sangeeta, Kristensen, Lene ve Villaseñor, Erika, (2009), Overcoming Skepticism Towards Cause Related Claims: The Case of Norway, International Marketing Review, 26(3), s.312-326.Steckstor, Denise, (2012), The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior. Gabler Verlag. Tabachnick, Barbara G., Fidell, Linda S. ve Ullman, Jodie B., (2007), Using Multivariate Statistics, Allyn & Bacon/Pearson Education, Boston. Vanhamme, Joëlle, Lindgreen,Adam, Reast, Jon ve Popering, Nathalie Van, (2012), To Do Well By Doing Good: Improving Corporate Image Through Cause-Related Marketing, Journal of business ethics, 109(3), s.259-274. Varadarajan, P. Rajan ve Menon, Anil. (1988), Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy, The Journal of Marketing, 52(3), s.58-74. Webb, Deborah J. Ve Mohr, Lois A, (1998), A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned. Journal of Public Policy & Marketing, 17(2), s.226-238.
Year 2019,
Volume: 9 Issue: 18, 186 - 202, 26.12.2019
Abstract
References
- Adkins, Sue, (1999). Cause Related Marketing: Who Cares Wins, Routledge. Agger, Robert E, Marshall, N. Goldstein, ve Stanley, A. Pearl, (1961), Political cynicism: Measurement and meaning, The Journal of Politics, 23(3), s.477-506.Ahmad, A. F. Wazir ve Panni, Mohammad Fateh Ali Khan, (2015), Green Marketing Strategy: A Pedagogical View, (Ed.: Information Resources Management Association), Marketing and consumer behavior: Concepts, methodologies, tools, and applications, s. 67-99, Hershey, PA, US: Business Science Reference/IGI Global.Anuar, Marhana Mohamed, ve Osman, Mohamad, (2012), Effects of Skepticism on Consumer Response Toward Cause-Related Marketing in Malaysia. International Business Research, 5(9), s.98. Baylın, Gregory, Cunnıngham, Peggy, Cushıng, Pamela, (1994), Cause-Related Marketing: Ethical Practice or Exploitive Procedure? The Philanthropist, 12(2), s.15-33. Becker-Olsen, Karen L, Cudmore, B. Andrew, Hill, Ronald Paul, (2006), The Impact of Perceived Corporate Social Responsibility on Consumer Behavior, Journal of business research, 59(1), s.46-53. BRONN, P. S. ve VRIONI, Albana Belliu, (2001), Measuring Norwegians’ Skepticism to Cause Related Marketing, In European Marketing Association Conference, Bergen, May.Ellen, Pam Scholder, Wıener, Joshua Lyle ve Cobb-Walgren, Cathy, (1991), The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors, Journal of Public Policy & Marketing, 10(2), s.102-117.Foreh, Mark R. ve Grıer, Sonya, (2003), When is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism, Journal of consumer psychology, 13(3), s.349-356. Graff, Jenny, (2003), Cause-Related Marketing: Relevance and Application in British Cancer Charities-A Case Study Approach. diplom. de. Graham, Sandra ve Folkes, Valerie S., (2014), Attribution Theory: Applications to Achievement, Mental Health, and Interpersonal Conflict. Psychology Press. Hair, Joseph F., et al. (2010). Multivariate Data Analysis: Prentice Hall.Helm, Amanda E., Moulard, Julie Guidry ve Richins, Marsha, (2015), Consumer Cynicism: Developing A Scale to Measure Underlying Attitudes Influencing Marketplace Shaping and Withdrawal Behaviours, International Journal of Consumer Studies, 39(5), s.515-524.Helm, Amanda, (2004), Cynics and Skeptics: Consumer Dispositional Trust, (eds.: Barbara E. Kahn and Mary Frances Luce), Advances in Consumer Research, s.345-351, Valdosta, GA: Association for Consumer Research,Human, Debbie ve Terblanche, Nic S., (2012), Who Receives What? The Influence of the Donation Magnitude and Donation Recipient in Cause-Related Marketing, Journal of Nonprofit & Public Sector Marketing, 24(2), s.141-160.Lafferty, Barbara A. ve Edmondson, Diane R., (2014), A Note on The Role of Cause Type in Cause-Related Marketing. Journal of Business Research, 67(7), s.1455-1460. Lafferty, Barbara A., (2009), Selecting The Right Cause Partners for The Right Reasons: The Role of Importance and Fit in Cause‐Brand Alliances, Psychology & Marketing, 26(4), s.359-382. Navia, Luis E., (1996), Classical Cynicism: A Critical Study, Greenwood Publishing Group.Nilsson, Jonas, (2008), Investment with A Conscience: Examining The Impact of Pro-Social Attitudes and Perceived Financial Performance on Socially Responsible Investment Behavior, Journal of Business Ethics, 83(2), s.307–325.Pinkleton, Bruce E., Um, Nam-Hyun ve Austin, Erica Weintraub, (2002), An Exploration of the Effects of Negative Political Advertising on Political Decision Making. Journal of Advertising, 31(1), s.13-25.Qamar, Nida ve Lodhi, Rab Nawaz, (2013), An Empirical Study of Cause Related Marketing and Consumer Purchase Decision: Evidence from Pakistan, World Applied Sciences Journal, 23(8), s.1125-1134.Rim, Hyejoon ve Kim, Sora, (2016), Dimensions of Corporate Social Responsibility (Csr) Skepticism and Their Impacts on Public Evaluations Toward Csr, Journal of Public Relations Research, 28(5-6), s.248-267.Robinson, Stefanie Rosen. Irmak, Caglar ve Jayachandran, Satish, (2012), Choice of Cause in Cause-Related Marketing, Journal of marketing, 76(4), s.126-139. Schäffer, Utz, (2007), Management Accounting & Control Scales Handbook, Springer Science & Business Media.Shackleton, Vivian John, (1995), Business leadership. Thomson Learning. Singh, Sangeeta, Kristensen, Lene ve Villaseñor, Erika, (2009), Overcoming Skepticism Towards Cause Related Claims: The Case of Norway, International Marketing Review, 26(3), s.312-326.Steckstor, Denise, (2012), The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior. Gabler Verlag. Tabachnick, Barbara G., Fidell, Linda S. ve Ullman, Jodie B., (2007), Using Multivariate Statistics, Allyn & Bacon/Pearson Education, Boston. Vanhamme, Joëlle, Lindgreen,Adam, Reast, Jon ve Popering, Nathalie Van, (2012), To Do Well By Doing Good: Improving Corporate Image Through Cause-Related Marketing, Journal of business ethics, 109(3), s.259-274. Varadarajan, P. Rajan ve Menon, Anil. (1988), Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy, The Journal of Marketing, 52(3), s.58-74. Webb, Deborah J. Ve Mohr, Lois A, (1998), A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned. Journal of Public Policy & Marketing, 17(2), s.226-238.
There are 1 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Araştırma Makalesi |
| Authors | |
| Publication Date | December 26, 2019 |
| Acceptance Date | December 18, 2019 |
| Published in Issue | Year 2019 Volume: 9 Issue: 18 |
