Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing
Donating money to a charity based on consumer purchase is referred to as cause-related marketing (CRM). In this research, we profile consumer psychographics for skepticism toward advertising in a CRM context. To be specific, this study investigates whether and how psychological antecedents (i.e., co...
| Authors: | ; |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer Science + Business Media B. V
2015
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| In: |
Journal of business ethics
Year: 2015, Volume: 127, Issue: 2, Pages: 337-350 |
| Further subjects: | B
Consumer skepticism toward advertising
B Cause-related marketing B Shopping orientation B Mindset B Gender |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |