Cargando…
Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention
This research considers the impact of donation size, in relation to Cause-Related Marketing (CRM) practices, on purchase intention. More specifically, it aims to understand the ethical behaviour of consumers, while introducing diametrically opposed feelings, scepticism and warm glow. A quantitative...
Autores principales: | , , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Springer Berlin Heidelberg
2020
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7500991/ http://dx.doi.org/10.1007/s12208-020-00262-3 |