Keeping promises in cause-related marketing campaigns : development and validation of promised impact evidence scale
Parthesh R. Shanbhag, Yogesh Pai P., Murugan Pattusamy and Gururaj Kidiyoor and Nandan Prabhu
| Year of publication: |
2024
|
|---|---|
| Authors: | Shanbhag, Parthesh R. ; Pai, Yogesh P. ; Pattusamy, Murugan ; Kidiyoor, Gururaj ; Prabhu, Nandan |
| Subject: | Persuasion knowledge model | Cause-related marketing | Campaign structure element | Advertising skepticism | Trust | Cause-Related Marketing | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Vertrauen | Confidence |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JCM-11-2022-5705 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014519729