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...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
Taylor & Francis Group
2020
|
| Materias: | |
| Acceso en línea: | https://doaj.org/article/300816a0464f43c8b4e9179888c6949c |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|