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Emotive contents and heuristic cues regarding skeptical consumers
Bae, Mikyeung - In: Cogent business & management 7 (2020) 1, pp. 1-24
This study clarifies consumers' defense mechanisms and message elaboration to highlight the connection between consumer engagement with messages and brand success. Two eye-tracking experiments tested whether skepticism toward companies' cause-related marketing (CRM) initiatives would lead to...
Persistent link: https://www.econbiz.de/10012621967
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Effect of skepticism and message abstractness on cause-related marketing campaign evaluation : the mediating role of message engagement
Bae, Mikyeung - In: Cogent business & management 7 (2020) 1, pp. 1-18
Cause-related marketing (CRM) skepticism significantly affects consumers' attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An online experiment indicated that matching skeptical...
Persistent link: https://www.econbiz.de/10012643714
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Effects of various taypes of cause-related marketing (CRM) ad appeals on consumers' visual attention, perceptions, and purchase intentions
Bae, Mikyeung - In: Journal of promotion management : JPM 22 (2016) 6, pp. 810-834
Persistent link: https://www.econbiz.de/10011632065
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Role of skepticism and message elaboration in determining consumers' response to cause-related marketing claims on Facebook brand pages
Bae, Mikyeung - In: Journal of current issues and research in advertising 41 (2020) 3, pp. 301-331
Persistent link: https://www.econbiz.de/10012289873
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Emotive contents and heuristic cues regarding skeptical consumers
Bae, Mikyeung - In: Cogent Business & Management 7 (2020) 1, pp. 1-24
This study clarifies consumers' defense mechanisms and message elaboration to highlight the connection between consumer engagement with messages and brand success. Two eye-tracking experiments tested whether skepticism toward companies' cause-related marketing (CRM) initiatives would lead to...
Persistent link: https://www.econbiz.de/10012657178
Cover Image
Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement
Bae, Mikyeung - In: Cogent Business & Management 7 (2020) 1, pp. 1-18
Cause-related marketing (CRM) skepticism significantly affects consumers' attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An online experiment indicated that matching skeptical...
Persistent link: https://www.econbiz.de/10012657229