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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...

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Detalles Bibliográficos
Autores principales: Chaabouni, Amel, Jridi, Kaouther, Bakini, Fatma
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