The dual-process model of similarity in cause-related marketing : how taxonomic versus thematic partnerships reduce skepticism and increase purchase willingness
Monica Mendini, Paula C. Peter, Michael Gibbert
| Year of publication: |
October 2018
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|---|---|
| Authors: | Mendini, Monica ; Peter, Paula C. ; Gibbert, Michael |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 91.2018, p. 195-204
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| Subject: | Cause-related marketing | Fit | Skepticism | Trust | Regulatory focus | Willingness to purchase | Cause-Related Marketing | Konsumentenverhalten | Consumer behaviour | Zahlungsbereitschaftsanalyse | Willingness to pay | Experiment | Vertrauen | Confidence |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2018.06.010 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011902927