Should companies hope instead? : the role of verbal cues in consumers' evaluation of cause-related marketing (CRM)
Year of publication: |
2022
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Authors: | Lagomarsino, Maria ; Lemarié, Linda |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 1, p. 227-238
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Subject: | cause-related marketing (CRM) | company's motives | firm/cause fit | hope | can | persuasion | verbal cue | Beziehungsmarketing | Relationship marketing | Cause-Related Marketing | Cause-related marketing | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management |
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