Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement
Cause-related marketing (CRM) skepticism significantly affects consumers’ attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An online experiment indicated that matching skeptical cons...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2020-01-01
|
| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311975.2020.1813449 |