The effects of donation amount and ad orientation of cause-related marketing on consumers' response
Anran Zhang, Zhengliang Xu and Xin Yu
| Year of publication: |
2022
|
|---|---|
| Authors: | Zhang, Anran ; Xu, Zhengliang ; Yu, Xin |
| Published in: |
Nankai business review international. - Bingley : Emerald, ISSN 2040-8757, ZDB-ID 2549226-3. - Vol. 13.2022, 3, p. 418-440
|
| Subject: | Ad orientation | Attitude | Cause-related marketing | Donation amount | Perceived motive | Purchase intention | Cause-Related Marketing | Fundraising | Konsumentenverhalten | Consumer behaviour | Corporate Social Responsibility | Corporate social responsibility | Nonprofit-Marketing | Nonprofit marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/NBRI-04-2021-0031 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013281297