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Does Cause-Related Marketing (CRM) really work in the case of stigmatized products? : a conceptual framework and implications for CRM campaigns
Lee, Eun Mi - In: Global business and finance review 21 (2016) 1, pp. 73-87
This study examines the effect of company-cause congruency on consumer responses to Cause Related Marketing (CRM) programs of stigmatized products. This study also investigates the moderating role of user status and tests a theoretical model of the effects of attitude toward the industry on...
Persistent link: https://www.econbiz.de/10011523615
Cover Image
Does Cause-Related Marketing (CRM) really work in the case of stigmatized products? A conceptual framework and implications for CRM campaigns
Lee, Eun Mi - In: Global Business & Finance Review (GBFR) 21 (2016) 1, pp. 73-87
This study examines the effect of company-cause congruency on consumer responses to Cause Related Marketing (CRM) programs of stigmatized products. This study also investigates the moderating role of user status and tests a theoretical model of the effects of attitude toward the industry on...
Persistent link: https://www.econbiz.de/10012286601