Consumer Participation in Cause-Related Marketing: An Examination of Effort Demands and Defensive Denial
This article presents two studies that examine cause-related marketing (CRM) promotions that require consumers’ active participation. Requiring a follow-up behavior has very valuable implications for maximizing marketing expenditures and customer relationship management. Theories related to ethical...
| 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
2018
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| In: |
Journal of business ethics
Year: 2018, Volume: 147, Issue: 3, Pages: 679-692 |
| Further subjects: | B
Prosocial Behavior
B Cause-related marketing B Corporate social responsibility B Defensive denial B Consumer Participation B motivated reasoning |
| Online Access: |
Volltext (lizenzpflichtig) |