Percorrer por autor "Drews, Verena"
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- Same but different : a consumer-based approach on social enterprises and for-profits’ CRMPublication . Drews, Verena; Bicho, Marta Liliana NunesThe purpose of this thesis is to analyze the differences in consumer responses, namely purchase intention and willingness to pay (WTP), to social enterprises vs. for-profits using cause-related marketing (CRM), taking into account the mediating role of skepticism as well as the moderating effect of donation framing on those responses. A quantitative Latin-square experimental design was employed within an online survey to test the study’s hypotheses on a non-probability sample of German consumers using the category of bottled water. Data was analyzed using independent samples t-tests and the SPSS PROCESS macro to test moderation and mediation hypotheses. Findings show that, mediated by skepticism, purchase intentions are significantly higher for the social enterprise product, while there are no significant differences in WTP between the two types of organizations. Moreover, a moderating effect of donation framing can be identified, indicating that one-for-one framing is more effective in social enterprises whereas exact monetary framing is more effective in for-profits using CRM. This study contributes to the research on consumer behavior towards social enterprises and CRM, proving that consumers perceive social enterprises differently from for-profits engaging in CRM, showing a mediating role of skepticism as well as the varying effects of different types of donation framing on purchase intentions and giving guidance for managers of both firms.