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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...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Springer Berlin Heidelberg
2020
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7500991/ http://dx.doi.org/10.1007/s12208-020-00262-3 |