𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Goodwill hunting? Influences of product‐cause fit, product type, and donation level in cause‐related marketing

✍ Scribed by Chang, Chun‐Tuan; Liu, Hsiu‐Wen

Book ID
121673834
Publisher
Emerald Group Publishing Limited
Year
2012
Tongue
English
Weight
256 KB
Volume
30
Category
Article
ISSN
0263-4503

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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