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Cause-related marketing ads in the eye tracker : it depends on how you present, who sees the ad, and what you promote
Chang, Chun-Tuan; Chen, Pei-Chi - In: International journal of advertising : the quarterly … 36 (2017) 2, pp. 336-355
Persistent link: https://www.econbiz.de/10011689868
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Cause-related marketing : the role of team identification in consumer choice of team licensed products
Lee, Jaedeock; Ferreira, Mauricio - In: Sport marketing quarterly : preferred journal of the … 20 (2011) 3, pp. 157-169
Persistent link: https://www.econbiz.de/10009373477
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Consumer receptivity to green ads : a test of green claim types and the role of individual consumer characteristics for green ad response
Tucker, Elizabeth M.; Rifon, Nora J.; Lee, Eun Mi; … - In: Journal of advertising : official publication of the … 41 (2012) 4, pp. 9-23
Persistent link: https://www.econbiz.de/10009762958
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Cause-related marketing in sports : the power of altruism
Joo, Soyoung; Koo, Jakeun; Fink, Janet S. - In: European Sport management quarterly : ESMQ 16 (2016) 3, pp. 316-340
Persistent link: https://www.econbiz.de/10011577874
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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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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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Does an expanded brand user base of co-branded advertising help ad-memorability?
Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379
Persistent link: https://www.econbiz.de/10011919262
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The role of logo recoloring on perceptual fluency in cause-related marketing campaigns
Harmon-Kizer, Tracy - In: Journal of promotion management : innovations in … 25 (2019) 7, pp. 959-982
Persistent link: https://www.econbiz.de/10012179085