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...
| VerfasserInnen: | ; |
|---|---|
| Medienart: | Elektronisch Aufsatz |
| Sprache: | Englisch |
| Verfügbarkeit prüfen: | HBZ Gateway |
| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Veröffentlicht: |
2013
|
| In: |
Journal of business ethics
Jahr: 2013, Band: 112, Heft: 1, Seiten: 79-90 |
| weitere Schlagwörter: | B
Self-construal
B Moral emotion B Cause-related marketing B Culture |
| Online-Zugang: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |
