Since 2014
Impact of Strategic Cross-Sector Brand Alliances on Consumer Behavior in a Recession
Advances in Business Research
View Archive Info| Field | Value | |
| Title |
Impact of Strategic Cross-Sector Brand Alliances on Consumer Behavior in a Recession
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| Creator |
Heller, Nathan; Tarleton State University
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| Subject |
Business; Marketing;
Brand; Alliances; Strategy; |
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| Description |
Like many organizations in an economic downturn, such as a recession, nonprofits have experienced a decrease in donations from individuals, corporations, and governmental funding sources. This loss of funding has resulted in a reduction of services offered and in some cases closure. Management at nonprofit organizations should study successful examples of cross sector marketing alliances and strategically replicate them with private sector organizations. This is achieved via cause-related marketing, a commercial partnership between a nonprofit organization and a private sector business. Seven fictional organizations were created for the current study to avoid preconceived notions. Comparisons were completed between private sector and nonprofit sector organizations. Additionally, comparisons were made between mixed strategic alliances of organizations with a positive image and those with a negative image which examine the impact of strategic alliances between private and nonprofit organizations. The measurements were a respondent’s willingness to contribute to or purchase from the firms. Results indicate that a firm’s image influences the willingness of the respondents to support the organization through donations or purchases in both the individual firm and strategic alliance scenarios.
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| Publisher |
University of Arkansas - Fort Smith, College of Business
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| Contributor |
—
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| Date |
2011-12-31
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Articles Survey/Interview; |
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| Format |
application/pdf
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| Identifier |
http://journals.sfu.ca/abr/index.php/abr/article/view/60
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| Source |
Advances in Business Research; Vol 2, No 1 (2011); 163-171
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| Language |
eng
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| Relation |
http://journals.sfu.ca/abr/index.php/abr/article/view/60/42
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| Rights |
Authors who publish with this journal agree to the following terms:Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
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