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...
Authors: | ; |
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Format: | Electronic Article |
Language: | English |
Check availability: | HBZ Gateway |
Journals Online & Print: | |
Fernleihe: | Fernleihe für die Fachinformationsdienste |
Published: |
Springer Science + Business Media B. V
2013
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In: |
Journal of business ethics
Year: 2013, Volume: 112, Issue: 1, Pages: 79-90 |
Further subjects: | B
Self-construal
B Moral emotion B Cause-related marketing B Culture |
Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |