prikaz prve stranice dokumenta THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE
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Scientific paper - Preliminary note / Short communication
THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE
Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28 (2015), 1; 97-109. urn:nbn:hr:145:756512
Galán - Ladero, M. Mercedes; Galera - Casquet, Clementina

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Galán Ladero, M. M. & Galera Casquet, C. (2015). THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28. (1), 97-109. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:756512

Galán Ladero, M. Mercedes and Clementina Galera Casquet. "THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 28, no. 1, 2015, pp. 97-109. https://urn.nsk.hr/urn:nbn:hr:145:756512

Galán Ladero, M. Mercedes and Clementina Galera Casquet. "THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues 28, no. 1 (2015): 97-109. https://urn.nsk.hr/urn:nbn:hr:145:756512

Galán Ladero, M. M. and Galera Casquet, C. (2015) 'THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE', Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28(1), pp. 97-109. Available at: https://urn.nsk.hr/urn:nbn:hr:145:756512 (Accessed 16 April 2024)

Galán Ladero MM, Galera Casquet C. THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues [Internet]. 2015 July 01 [cited 2024 April 16];28(1):97-109. Available at: https://urn.nsk.hr/urn:nbn:hr:145:756512

M. M. Galán Ladero and C. Galera Casquet, "THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 28, no. 1, pp. 97-109, July 2015. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:145:756512. [Accessed: 16 April 2024]

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Metadata
Title (english)THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE
AuthorM. Mercedes Galán - Ladero
AuthorClementina Galera - Casquet
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
Cause-Related Marketing (CRM) is one of the most relevant Corporate Social Responsibility (CSR) initiatives nowadays. Its most important characteristic is that corporate donation is conditioned by sales, that is, CRM ultimately depends on consumer behavior. In this paper, we focus on CRM programs and its application in a specific industry: distribution sector. Thus, our aim is to understand the fundamental features or the practice of these programs in the distribution sector in Spain, to study the role played by retailers and their possible influence on the consumer behavior, so that companies can better design these campaigns and achieve greater success. Hence, the paper is organized as follows. First, we review the CRM conceptual framework in which the theoretical development of this work is based. Secondly, and from a list of companies associated to the National Association of Large Distribution Companies (ANGED), the most representative retail association in Spain, we observe the Spanish situation and analyze the main campaigns carried out by these retailers during the last years. This information was completed consulting each retailer´s website, asking them for additional information by email, and with a general internet search. After that, we present and discuss the main results, and summarize the most relevant conclusions, as well as the theoretical contribution and managerial implications. One of the most important findings shows the retailer´s influence on consumer behavior and the key role of the retailers in the success of CRM programs. Finally, we also include possible limitations and further research.
Keywords (english)
Languageenglish
Publication typeScientific paper - Preliminary note / Short communication
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Journal titleEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Numberingvol. 28, no. 1, pp. 97-109
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:145:756512
Publication2015-07-01
Document URLhttp://hrcak.srce.hr/140841
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2017-03-02 12:55:11