Visual design, message content, and benefit type : the case of a cause-related marketing campaign
Yixing (Lisa) Gao, Laurie Wu, Joongwon Shin, Anna S. Mattila
| Year of publication: |
2020
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|---|---|
| Authors: | Gao, Yixing ; Wu, Luorong ; Shin, Joongwon ; Mattila, Anna S. |
| Published in: |
Journal of hospitality & tourism research : JHTR ; the professional journal of the Council on Hotel, Restaurant, and Institutional Education. - Thousand Oaks, Calif. : Sage, ISSN 1557-7554, ZDB-ID 2202405-0. - Vol. 44.2020, 5, p. 761-779
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| Subject: | cause-related marketing (CRM) | visual design | cuteness | regulatory orientation | hospitality CRM | Beziehungsmarketing | Relationship marketing | Cause-Related Marketing | Cause-related marketing | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1096348020911444 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012230370