The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause-related marketing : an experimental study
Hsin-Hui Lin, Jia-Yun Chen, Jih-Hua Yang
| Year of publication: |
2024
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|---|---|
| Authors: | Lin, Hsin-Hui ; Chen, Jia-Yun ; Yang, Jih-Hua |
| Published in: |
Managerial and decision economics : MDE ; the international journal of research and progress in management economics. - Chichester [u.a.] : Wiley, ISSN 1099-1468, ZDB-ID 1491342-2. - Vol. 45.2024, 4, p. 2249-2266
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| Subject: | Cause-Related Marketing | Cause-related marketing | Kommunikation | Communication | Altruismus | Altruism | Experiment |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mde.4124 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014537245