Narrow search
Showing 1 - 10 of 101,427
Cover Image
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
Cover Image
Cause-related marketing : uncovering the myth
Mehran Nejati; Azlan Amran; Gwen Tan Yi Wen - In: International journal of management practice : IJMP 8 (2015) 1, pp. 57-69
Persistent link: https://www.econbiz.de/10011377134
Cover Image
Containing cause-related marketing skepticism : a comparison across donation frame types
Vlachos, Pavlos A.; Koritos, Christos D.; Krepapa, Areti; … - In: Corporate reputation review : an international journal 19 (2016) 1, pp. 4-21
Persistent link: https://www.econbiz.de/10011552367
Cover Image
Consumers' attitudes towards cause-related marketing
Sinčić Ćorić, Dubravka; Dropuljić, Marija - In: Analele ştiinţifice ale Univerşităţii Alexandru … 62 (2015) 3, pp. 343-356
Persistent link: https://www.econbiz.de/10011472772
Cover Image
Effect of cause-related marketing for green practices in the hotel industry
Ham, Sunny; Choi, Yung Kyun - In: Journal of global scholars of marketing science : … 22 (2012) 3, pp. 249-259
Persistent link: https://www.econbiz.de/10010406533
Cover Image
Functional matching effect in CRM : moderating roles of perceived message quality and skepticism
Manuel, Eleonora; Youn, Seounmi; Yoon, Doyle - In: Journal of marketing communications 20 (2014) 6, pp. 397-418
Persistent link: https://www.econbiz.de/10010436761
Cover Image
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
Cover Image
Cause-related marketing of luxury brands : nudging materialists to act prosocially
Kim, Sukhyun; Park, Kiwan; Shrum, L. J. - In: Psychology & marketing 39 (2022) 6, pp. 1204-1217
Persistent link: https://www.econbiz.de/10013280077
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/10012643714
Cover Image
The behavioural perspective of cause-related marketing : a conceptual framework of behavioural antecedents and outcomes
Nair, Suja; Shams, Riad; Siachou, Evangelia; Vrontis, … - In: Journal for global business advancement : JGBA 14 (2021) 4, pp. 500-519
Persistent link: https://www.econbiz.de/10012693772