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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

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

The effect of sequential structure in charity advertising on message elaboration and donation intention : the mediating role of empathy

Bae, Mikyeung - In: Journal of promotion management : innovations in … 27 (2021) 1, pp. 177-209

Persistent link: https://www.econbiz.de/10012385183

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

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

The effects of message order on emotions and donation intention in charity advertising : the mediating roles of negative and positive empathy

Bae, Mikyeung - In: Journal of marketing communications 29 (2023) 3, pp. 270-287

Persistent link: https://www.econbiz.de/10014232576