Tugging on heartstrings : shopping orientation, mindset, and consumer responses to cause-related marketing
Year of publication: |
2015
|
---|---|
Authors: | Chang, Chun-Tuan ; Cheng, Zhao-Hong |
Published in: |
Journal of business ethics : JOBE. - Dordrecht : Springer, ISSN 0167-4544, ZDB-ID 868017-6. - Vol. 127.2015, 2, p. 337-350
|
Subject: | Cause-related marketing | Consumer skepticism toward advertising | Shopping orientation | Mindset | Gender | Konsumentenverhalten | Consumer behaviour | Cause-Related Marketing | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Werbung | Advertising |
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