The Detrimental Effect of Cause-Related Marketing Parodies
Cause-related marketing (CrM), defined as a firm’s communication activities designed to promote a consumer good or service by including an offer to contribute a specified amount to a designated nonprofit cause, has become a preponderant practice. In tandem with the development of CrM activities, cri...
| Main Author: | |
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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: 151, Issue: 2, Pages: 517-537 |
| Further subjects: | B
Cause-related marketing
B Parody B Cause-related marketing critics B Backfire effect B Communication effects |
| Online Access: |
Volltext (lizenzpflichtig) |