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...

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Autor principal: Mikyeung Bae
Formato: article
Lenguaje:EN
Publicado: Taylor & Francis Group 2020
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Acceso en línea:https://doaj.org/article/300816a0464f43c8b4e9179888c6949c
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