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Effect of Cause-Related Marketing on Attitudes and Purchase Intentions: The Moderating Role of Cause Involvement and Donation Size

✍ Scribed by Hajjat, Mahmood M.

Book ID: 120442089
Publisher: Haworth Press Inc
Year: 2003
Tongue: English
Weight: 636 KB
Volume: 11
Category: Article
ISSN: 1049-5142
DOI: 10.1300/J054v11n01_07

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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