Vanhamme, Joëlle; Lindgreen, Adam; Reast, Jon; … - In: Journal of Business Ethics 109 (2012) 3, pp. 259-274
experiment in the Netherlands examines the influence of three core cause attributes—cause type, cause scope, and cause acuteness … with the cause leads to more positive evaluations of marketing campaigns for cause type and cause scope. Also, however, our … results uncover a negative direct relationship between cause scope and corporate image. Cause acuteness is only marginally …