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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

Zur Wirksamkeit von Testimonial Endorsed Cause-Related Marketing

Lauper, Patricia - 2010

Persistent link: https://www.econbiz.de/10008823291

The moderating influence of consumers temporal orientation on the framing of societal needs and corporate responses in cause-related marketing campaigns

Tangari, Andrea Heintz; Folse, Judith Anne Garretson; … - In: Journal of advertising : official publication of the … 39 (2010) 2, pp. 35-50

Persistent link: https://www.econbiz.de/10003986800

A comparative impact of cause-related marketing and sponsorship leveraged internet display advertising

Ndasi, Wilson; Bolat, Elvira; Roushan, Gelareh - In: International journal of internet marketing and … 16 (2022) 1/2, pp. 1-18

Persistent link: https://www.econbiz.de/10013041197

Choosing the right message for the right cause in social cause advertising : type of social cause message, perceived company, cause fit and the persuasiveness of communication

Kim, Kihan; Cheong, Yunjae; Lim, Joon Soo - In: International journal of advertising : the quarterly … 34 (2015) 3, pp. 473-494

Persistent link: https://www.econbiz.de/10011546541

Giving over selling : advertising for the social enterprise

Coleman, Joshua T. - In: The journal of business strategy 44 (2023) 4, pp. 191-199

Persistent link: https://www.econbiz.de/10014312883

Leveraged marketing communications : a framework for explaining the effects of secondary brand assoctions

Bergvist, Lars; Taylor, Charles Raymond - In: AMS review : official publication of the Academy of … 6 (2016) 3/4, pp. 157-175

Persistent link: https://www.econbiz.de/10011627993

Exploring the communication effects of message framing of smoking cessation advertising on smokers' mental processes

Yang, Dong Jenn - In: International review on public and non-profit marketing 15 (2018) 3, pp. 315-332

Persistent link: https://www.econbiz.de/10011918526

Message framing effects on sustainable consumer behaviour : a systematic review and future research directions for social marketing

Florence, Emma Shaozhen; Fleischman, David; Mulcahy, Rory; … - In: Journal of social marketing : JSOCM 12 (2022) 4, pp. 623-652

Persistent link: https://www.econbiz.de/10013440646

The moderating role of religiosity on cause related advertising campaigns

Mabrouk, Abir Ben; Najjar, Faouzi - In: International journal of islamic marketing and branding 4 (2019) 3/4, pp. 249-260

Persistent link: https://www.econbiz.de/10012257420

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