Lowering the minimum donation amount increases consumer purchase likelihood of products associated with cause-related marketing campaigns
Michael Tsiros and Caglar Irmak
| Year of publication: |
2020
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|---|---|
| Authors: | Tsiros, Michael ; Irmak, Caglar |
| Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 57.2020, 4, p. 755-770
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| Subject: | cause-related marketing | donation | framing | minimum-maximum | personal contribution | Cause-Related Marketing | Cause-related marketing | Fundraising | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Nonprofit-Marketing | Nonprofit marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022243720916463 [DOI] 10.1177%2F0022243720916463 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012271809