Cause marketing effectiveness and the moderating role of price discounts
Year of publication: |
2014
|
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Authors: | Andrews, Michelle ; Luo, Xueming ; Fang, Zheng ; Aspara, Jaakko |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 78.2014, 6, p. 120-142
|
Subject: | cause marketing | social responsibility | warm glow | discounts | field experiment | Altruismus | Altruism | Konsumentenverhalten | Consumer behaviour | Soziale Diskontrate | Social discount rate | Niedrigpreisstrategie | Low-cost strategy | USA | United States | Theorie | Theory | Feldforschung | Field research |
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