ERROR LOADING HTML FROM SOURCE (http://ncf.sobek.ufl.edu//design/skins/UFDC/html/header_item.html)

Consume for the Cure

Permanent Link: http://ncf.sobek.ufl.edu/NCFE003590/00001

Material Information

Title: Consume for the Cure
Physical Description: Book
Language: English
Creator: West, Kate Loeffler
Publisher: New College of Florida
Place of Publication: Sarasota, Fla.
Creation Date: 2005
Publication Date: 2005

Subjects

Subjects / Keywords: Breast Cancer
Cancer
Marketing Women
Cause Marketing
Cause-Related Marketing
Corporate Giving
Donations
Genre: bibliography   ( marcgt )
theses   ( marcgt )
government publication (state, provincial, terriorial, dependent)   ( marcgt )
born-digital   ( sobekcm )
Electronic Thesis or Dissertation

Notes

Abstract: This thesis evaluates the benefits and drawbacks of cause-related marketing (CRM) for charities, using a breast cancer charity as a case study. In a CRM campaign, a for-profit company promises to make a donation to a charity if consumers buy the company's product. CRM is a hotly debated technique; many are concerned that it may negatively impact the charities involved, either through some aspect of the relationship with CRM partner companies, or by damaging the relationship with consumers. This thesis evaluates the issues discussed in popular and academic publications, utilizing a case-study as a concrete example, and it raises an issue that has not been brought up previously in the literature: that CRM may have adverse effects on those who are supposed to benefit from the charities involved. The Susan G. Komen Breast Cancer Foundation was chosen as a case study because breast cancer causes are heavily marketed and Komen is a leader in CRM. In this case the beneficiaries are breast cancer survivors and women in general, who benefit from research, education, and early screening funded by the Komen Foundation. Eleven women, six breast cancer survivors and five women who have never been diagnosed with breast cancer, were interviewed about their breast cancer experiences and their reactions to marketing campaigns. This research explores how CRM affects women's consumption, donation, and health behaviors, and their attitudes towards the Komen Foundation and breast cancer, providing a basis for future investigation.
Statement of Responsibility: by Kate Loeffler West
Thesis: Thesis (B.A.) -- New College of Florida, 2005
Electronic Access: RESTRICTED TO NCF STUDENTS, STAFF, FACULTY, AND ON-CAMPUS USE
Bibliography: Includes bibliographical references.
Source of Description: This bibliographic record is available under the Creative Commons CC0 public domain dedication. The New College of Florida, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
Local: Faculty Sponsor: Rosel, Natalie

Record Information

Source Institution: New College of Florida
Holding Location: New College of Florida
Rights Management: Applicable rights reserved.
Classification: local - S.T. 2005 W5
System ID: NCFE003590:00001

Permanent Link: http://ncf.sobek.ufl.edu/NCFE003590/00001

Material Information

Title: Consume for the Cure
Physical Description: Book
Language: English
Creator: West, Kate Loeffler
Publisher: New College of Florida
Place of Publication: Sarasota, Fla.
Creation Date: 2005
Publication Date: 2005

Subjects

Subjects / Keywords: Breast Cancer
Cancer
Marketing Women
Cause Marketing
Cause-Related Marketing
Corporate Giving
Donations
Genre: bibliography   ( marcgt )
theses   ( marcgt )
government publication (state, provincial, terriorial, dependent)   ( marcgt )
born-digital   ( sobekcm )
Electronic Thesis or Dissertation

Notes

Abstract: This thesis evaluates the benefits and drawbacks of cause-related marketing (CRM) for charities, using a breast cancer charity as a case study. In a CRM campaign, a for-profit company promises to make a donation to a charity if consumers buy the company's product. CRM is a hotly debated technique; many are concerned that it may negatively impact the charities involved, either through some aspect of the relationship with CRM partner companies, or by damaging the relationship with consumers. This thesis evaluates the issues discussed in popular and academic publications, utilizing a case-study as a concrete example, and it raises an issue that has not been brought up previously in the literature: that CRM may have adverse effects on those who are supposed to benefit from the charities involved. The Susan G. Komen Breast Cancer Foundation was chosen as a case study because breast cancer causes are heavily marketed and Komen is a leader in CRM. In this case the beneficiaries are breast cancer survivors and women in general, who benefit from research, education, and early screening funded by the Komen Foundation. Eleven women, six breast cancer survivors and five women who have never been diagnosed with breast cancer, were interviewed about their breast cancer experiences and their reactions to marketing campaigns. This research explores how CRM affects women's consumption, donation, and health behaviors, and their attitudes towards the Komen Foundation and breast cancer, providing a basis for future investigation.
Statement of Responsibility: by Kate Loeffler West
Thesis: Thesis (B.A.) -- New College of Florida, 2005
Electronic Access: RESTRICTED TO NCF STUDENTS, STAFF, FACULTY, AND ON-CAMPUS USE
Bibliography: Includes bibliographical references.
Source of Description: This bibliographic record is available under the Creative Commons CC0 public domain dedication. The New College of Florida, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
Local: Faculty Sponsor: Rosel, Natalie

Record Information

Source Institution: New College of Florida
Holding Location: New College of Florida
Rights Management: Applicable rights reserved.
Classification: local - S.T. 2005 W5
System ID: NCFE003590:00001

ERROR LOADING HTML FROM SOURCE (http://ncf.sobek.ufl.edu//design/skins/UFDC/html/footer_item.html)