Moral self-signaling benefits of effortful cause marketing campaigns
A popular form of cause marketing (CM) that has recently emerged is one requiring the consumer to perform a prescribed behavior - such as providing a product review or uploading a picture on social media alongside a hashtag - to trigger a donation from the firm to the charitable cause. While this ap...
| Authors: | ; |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer
2024
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| In: |
Journal of business ethics
Year: 2024, Volume: 190, Issue: 2, Pages: 371-398 |
| Further subjects: | B
Corporate social responsibility
B Moral self-concept B Morality B Self-signaling B Consumer effort B Aufsatz in Zeitschrift B Cause marketing B Identity |
| Online Access: |
Volltext (lizenzpflichtig) Volltext (lizenzpflichtig) |