Give Goods or Give Money? The Influence of Cause-Related Marketing Approach on Consumers’ Purchase Intention

With the progress of social and improvement of public awareness, the demand for enterprises to participate in a social welfare cause is increasing. A company can directly support corporate social responsibility issues through cause-related marketing (CRM) approaches, for example, by donating part of...

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Detalles Bibliográficos
Autores principales: Ye, Shenghong, Liu, Yunxiao, Gu, Suizi, Chen, Haiquan
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7862132/
https://www.ncbi.nlm.nih.gov/pubmed/33551891
http://dx.doi.org/10.3389/fpsyg.2020.533445

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7862132/
https://www.ncbi.nlm.nih.gov/pubmed/33551891
http://dx.doi.org/10.3389/fpsyg.2020.533445

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