Charity Affiliation: Uncovering a New Key Variable for Cause-Related Marketing
The research conducted for this book indicates the presence of a relationship between charity affiliation and consumer purchase preference for Cause-Related Marketing (CRM) campaign products. A better understanding of purchase preference based upon the strength of consumers' affiliation could support or alter current market segmentation and the targeted marketing efforts of both CRM sponsors and charities engaged in CRM.
This research suggests a new way to target markets that could assist with the creation of CRM product lines which may be more appealing to consumers. Challenging the traditional market segmentation of CRM products suggests a newer and stronger viewpoint of development and implementation of a CRM strategy to achieve the best outcomes for both for-profit business sponsors and non-profit charities.
Marketers at both for-profit and non-profit organizations, and consumers could all be positively impacted by the results of this exploratory research.
A percentage from every book sold will be donated to animal rescue organizations in St. Augustine, Florida.

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About the Author: Dr. Carolanne Kuntz Azan, known to her students and colleagues as 'Dr. Kuntz, ' grew up on Long Island, New York, and has resided in Florida since 1986. She completed her undergraduate work at St. Petersburg College with an Associate Degree in Office Systems Technology, and at Warner Southern University, with a Bachelor's Degree in Organizational Management. She graduated with a Masters of Business Administration from Nova Southeastern University, and a Doctorate in Business Administration, with a concentration in Marketing, from Argosy University. She is an active member of Sigma Beta Delta International Honor Society in Business, Management and Administration, New Tampa Rotary and the American Marketing Association.
Her professional background includes teaching business and marketing courses on-line and on-ground, developing higher-level course content for marketing courses, trust administration, investments, retail and commercial banking and marketing. Her areas of specialization are cause-related marketing, management, and wealth management. With a deep passion for mentoring her students both inside the classroom and out, Dr. Kuntz formed the initial charter and the first Rotaract Chapter at Keiser University. Dr. Kuntz was a finalist for the American Marketing Association's Tampa Bay 2016 Marketer of the Year. She was also a finalist for the Tampa Bay Business Journal's 'Business Woman of the Year in Education' in both 2012 and 2013. She has contributed to the academic literature stream with the definition and measurement of Charity Affiliation.
Her greatest passions are charitable non-profit organizations that focus on education and pet rescue. She spent many years as a volunteer mentor with the Hillsborough Education Foundation's Take Stock in Children program, and she served as an after-school math and reading tutor to elementary school children in Title I schools. She is a supporter of Metropolitan Ministries, Dress for Success, the USO, Guiding Eyes for the Blind, and pet rescue missions in Tampa and St. Augustine, FL. Dr. Kuntz enjoys spending her free time in St. Augustine, with her husband and their four rescue pets.