Premiums paid for what you believe in : the interactive roles of price promotion and cause involvement on consumer response
Year of publication: |
2020
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Authors: | Kim, Claire Heeryung ; Han, Eunjoo |
Published in: |
Journal of retailing. - New York, NY [u.a.] : Elsevier, ISSN 0022-4359, ZDB-ID 410802-4. - Vol. 96.2020, 2, p. 235-250
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Subject: | Cause involvement | Fairtrade | Perceived brand credibility | Persuasion knowledge | Price discounts | Konsumentenverhalten | Consumer behaviour | Preismanagement | Pricing strategy | Verkaufsförderung | Sales promotion | Markenführung | Brand management |
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