Testing the influence of message framing, donation magnitude, and product category in a cause-related marketing context
Sonal Kureshi and Sujo Thomas
| Year of publication: |
2020
|
|---|---|
| Authors: | Kureshi, Sonal ; Thomas, Sujo |
| Subject: | advertising | Cause-related marketing | communication style | purchase intention | Cause-Related Marketing | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Fundraising | Experiment | Nonprofit-Marketing | Nonprofit marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2018.1528475 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012203476