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Egoism or Altruism? The Influence of Cause-Related Marketing on Customers’ Extra-Role Behavior
Based on attribution theory and regulatory focus theory, this paper discusses the influence mechanism of cause-related marketing on customers’ extra-role behavior and the moderating effects of customer promotion focus and customer prevention focus. The results show that egoistic cause-related market...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8923296/ https://www.ncbi.nlm.nih.gov/pubmed/35300162 http://dx.doi.org/10.3389/fpsyg.2022.799336 |