𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Cause-related marketing in an emerging market: Effect of cause involvement and message framing on purchase intention

✍ Scribed by Bester, Shirley; Jere, Mlenga G

Book ID
125525613
Publisher
Palgrave Publishers Ltd.
Year
2012
Tongue
English
Weight
108 KB
Volume
19
Category
Article
ISSN
1741-2439

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## Abstract The present study examines potential influences associated with donation framing, product price, product type, and donation magnitude on cause‐related marketing (CRM) campaigns, where money is donated to a charity each time a consumer makes a pur‐chase. In addition to the main effects o