Functional matching effect in CRM : moderating roles of perceived message quality and skepticism
Eleonora Manuel, Seounmi Youn and Doyle Yoon
| Year of publication: |
2014
|
|---|---|
| Authors: | Manuel, Eleonora ; Youn, Seounmi ; Yoon, Doyle |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 20.2014, 6, p. 397-418
|
| Subject: | cause-related marketing | functional matching effect | perceived message quality | consumer skepticism | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Cause-Related Marketing | Cause-related marketing | Marketingmanagement | Marketing management | Produktqualität | Product quality | Werbewirkung | Advertising effects | Dienstleistungsqualität | Service quality |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010436761