To donate or not to donate? : product characteristics and framing effects of cause-related marketing on consumer purchase behavior
Year of publication: |
2008
|
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Authors: | Chang, Chun-tuan |
Published in: |
Psychology & marketing. - Hoboken, NJ : Wiley Blackwell, ISSN 0742-6046, ZDB-ID 226933-8. - Vol. 25.2008, 12, p. 1089-1110
|
Subject: | Marketingmanagement | Marketing management | Cause-Related Marketing | Cause-related marketing | Markenimage | Brand image | Prospect Theory | Prospect theory | Konsumentenverhalten | Consumer behaviour |
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