Overcoming the Cause Marketing Paradox
The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However,...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2017-10-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol19/iss3/1/ |