促进基于交易的因果营销：伙伴关系的来源和影响应该如何呈现

Q3 Business, Management and Accounting Services Marketing Quarterly Pub Date : 2021-11-02 DOI:10.1080/15332969.2021.1994192

Kristin Stewart, V. Dalakas, Marcus Wardley

{"title":"促进基于交易的因果营销：伙伴关系的来源和影响应该如何呈现","authors":"Kristin Stewart, V. Dalakas, Marcus Wardley","doi":"10.1080/15332969.2021.1994192","DOIUrl":null,"url":null,"abstract":"Abstract This study used a 2 (promoting partner: for-profit vs. nonprofit) by 2 (impact: identifiable vs. statistical) between-subjects design collecting data online through Amazon Mechanical Turk from 302 participants. Attitudes toward the promoting partner were more favorable was when the promoted partner was the nonprofit (vs. for-profit). Further, attitude fully mediated the relationship between promoting partner frame and purchase intention. Our findings provide useful practical insight in that promoting the partnership through the nonprofit partner may yield better results than promoting it through the for-profit partner for transaction-based CRM activities.","PeriodicalId":35539,"journal":{"name":"Services Marketing Quarterly","volume":"43 1","pages":"466 - 484"},"PeriodicalIF":0.0000,"publicationDate":"2021-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Promotion of Transaction-Based Cause-Related Marketing: How Should the Source and the Impact of the Partnership Be Presented\",\"authors\":\"Kristin Stewart, V. Dalakas, Marcus Wardley\",\"doi\":\"10.1080/15332969.2021.1994192\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract This study used a 2 (promoting partner: for-profit vs. nonprofit) by 2 (impact: identifiable vs. statistical) between-subjects design collecting data online through Amazon Mechanical Turk from 302 participants. Attitudes toward the promoting partner were more favorable was when the promoted partner was the nonprofit (vs. for-profit). Further, attitude fully mediated the relationship between promoting partner frame and purchase intention. Our findings provide useful practical insight in that promoting the partnership through the nonprofit partner may yield better results than promoting it through the for-profit partner for transaction-based CRM activities.\",\"PeriodicalId\":35539,\"journal\":{\"name\":\"Services Marketing Quarterly\",\"volume\":\"43 1\",\"pages\":\"466 - 484\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-11-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Services Marketing Quarterly\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/15332969.2021.1994192\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Services Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332969.2021.1994192","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}

引用次数: 0

摘要

摘要本研究采用了2（推广合作伙伴：营利性与非营利性）乘2（影响：可识别与统计性）的受试者设计，通过亚马逊机械土耳其在线收集302名参与者的数据。当被提拔的合伙人是非营利组织时（相对于营利性），人们对晋升合伙人的态度更为有利。此外，态度在促进合作伙伴框架和购买意愿之间的关系中起到了充分的中介作用。我们的研究结果提供了有用的实践见解，因为在基于交易的CRM活动中，通过非营利合作伙伴促进合作关系可能比通过营利合作伙伴推动合作关系产生更好的结果。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

Promotion of Transaction-Based Cause-Related Marketing: How Should the Source and the Impact of the Partnership Be Presented

Abstract This study used a 2 (promoting partner: for-profit vs. nonprofit) by 2 (impact: identifiable vs. statistical) between-subjects design collecting data online through Amazon Mechanical Turk from 302 participants. Attitudes toward the promoting partner were more favorable was when the promoted partner was the nonprofit (vs. for-profit). Further, attitude fully mediated the relationship between promoting partner frame and purchase intention. Our findings provide useful practical insight in that promoting the partnership through the nonprofit partner may yield better results than promoting it through the for-profit partner for transaction-based CRM activities.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.