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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| Format: | article |
| Langue: | EN |
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Taylor & Francis Group
2020
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| Accès en ligne: | https://doaj.org/article/300816a0464f43c8b4e9179888c6949c |
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