The effects of construal level and donation magnitude: the case of cause-related marketing
Marketers are focusing on their corporate social responsibility in recent years, utilizing charity business as an effective sale and marketing strategy. A better understanding of consumer behaviour in relation to cause-related marketing (CRM) is critical, as both marketers and consumers are able to...
Main Authors: | , , |
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Format: | Article |
Language: | English English |
Published: |
MAG Scholar
2020
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Subjects: | |
Online Access: | https://eprints.ums.edu.my/id/eprint/26705/1/The%20effects%20of%20construal%20level%20and%20donation%20magnitude%20abstrct.pdf https://eprints.ums.edu.my/id/eprint/26705/2/The%20effects%20of%20construal%20level%20and%20donation%20magnitude%20Fulltexts.pdf |