The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination
This research was focused on investigating why some consumers might support cause-related marketing campaigns for reasons other than personal benefit by examining the influence of moral emotions and cultural orientation. The authors investigated the extent to which moral emotions operate differently...
| Authors: | ; |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Interlibrary Loan: | Interlibrary Loan for the Fachinformationsdienste (Specialized Information Services in Germany) |
| Published: |
2013
|
| In: |
Journal of business ethics
Year: 2013, Volume: 112, Issue: 1, Pages: 79-90 |
| Further subjects: | B
Self-construal
B Moral emotion B Cause-related marketing B Culture |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |
