Testing the influence of donation message-framing, donation size, and product type (Androgynous Luxury Hedonic Vs. Eco-friendly: Utilitarian) on CRM participation intention
Year of publication: |
2023
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Authors: | Patel, Ritesh Jayantibhai ; Thomas, Sujo ; Bhatt, Viral |
Published in: |
Journal of nonprofit & public sector marketing. - Philadelphia, Pa. : Routledge, Taylor & Francis Group, ISSN 1540-6997, ZDB-ID 2069730-2. - Vol. 35.2023, 4, p. 391-413
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Subject: | Cause-related marketing | CRM participation intentions | donation message-framing | donation size | generation Z | product type | Fundraising | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Cause-Related Marketing | Luxusgüter | Luxury goods |
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