Consumer mindsets matter : benefit framing and firm-cause fit in the persuasiveness of cause-related marketing campaigns
Year of publication: |
2021
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Authors: | Yucel-Aybat, Ozge ; Hsieh, Meng-Hua |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 129.2021, p. 418-427
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Subject: | Benefit framing | Cause-related marketing | Firm-cause fit | Implicit mindsets | Cause-Related Marketing | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Prospect Theory | Prospect theory |
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Chang, Chun-tuan, (2008)
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