バイセ ゼー マリアン   BEISE-ZEE Marian    所属   立命館アジア太平洋大学  国際経営学部    職種   教授
言語種別	英語
発行・発表の年月	2011/01
形態種別	論文（学術誌・プロフェショナル誌）
査読	査読あり
標題	Corporate Social Responsibility or Cause Related Marketing? The Role of Cause Specificity of CSR
執筆形態	共著
掲載誌名	Journal of Consumer Marketing
巻・号・頁	28(1),pp.27-39
著者・共著者	Sheik, Sana ur Rehman, Beise-Zee, Rian
概要	This study compares the effect of CRS and CRM on customer attitude. The paper conceptualizes the difference between the cause‐unspecific and cause‐specific dimension of CSR and highlights the importance of cause affinity in cause‐specific CSR. An experiment is conducted in a country characterized by a significant diversity of attitudes towards a cause. The result indicates that both CSR and CRM have similar positive effects on customers' attitudes. However, while CRM might be more cost‐efficient, its positive effect is limited to customers with high cause affinity.
DOI	10.1108/07363761111101921