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dc.contributor.supervisor Basil, Debra
dc.contributor.supervisor Runte, Mary
dc.contributor.author Liebetrau, Jennifer
dc.contributor.author University of Lethbridge. Faculty of Management
dc.date.accessioned 2017-07-25T20:06:10Z
dc.date.available 2017-07-25T20:06:10Z
dc.date.issued 2017
dc.identifier.uri http://hdl.handle.net/10133/4887
dc.description.abstract The main purpose of this thesis was to illuminate the concept of fit in cause-related marketing (CRM) by proposing and testing a valenced model for CRM fit. The model was created based on an integration of extant CRM fit literature and theoretical frameworks. It distinguishes three general fit types (positive, neutral, negative) along the two dimensions of commonality and valence. Within the general fit categories, a further classification into nine sub-types of fit was suggested. In two studies it was shown that negative fit, compared to positive and neutral fit, constituted a fit type that was most difficult to interpret and classify in that it was seen as negative, positive, and also neutral fit. Commonality and valence ratings, together with fit categorizations, suggested a re-ordering of some fit categories, particularly natural theme, prevention, created theme, and general interest fit. In terms of CRM attitudes and purchase intentions, positive fit types were rated most favorable. The negative prevention fit sub-type evoked responses comparable to positive fit sub-types. Generally, negative fit types were regarded as most unfavorable relative to positive fit and neutral fit. en_US
dc.language.iso en_CA en_US
dc.publisher Lethbridge, Alta. : University of Lethbridge, Faculty of Management
dc.relation.ispartofseries Thesis (University of Lethbridge. Faculty of Management)
dc.subject fit en_US
dc.subject cause-related marketing en_US
dc.subject CRM en_US
dc.subject associative network theory en_US
dc.subject balance theory en_US
dc.subject categorization en_US
dc.subject commonality en_US
dc.subject valence en_US
dc.title Toward developing a model for fit in cause-related marketing en_US
dc.type Thesis en_US
dc.publisher.faculty Management en_US
dc.degree.level Masters en_US
dc.proquest.subject 0338 en_US
dc.proquest.subject 0454 en_US
dc.proquestyes Yes en_US
dc.embargo No en_US


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