Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment

Autor: Dennis S. Gouran, Weichun Zhu, Hongwei He, Olivia Kolo

Publikováno v: He, H, Zhu, W, Gouran, D & Kolo, O 2016, ' Moral identity centrality and cause-related marketing: the moderating effects of brand social responsibility image and emotional brand attachment ', European Journal of Marketing, vol. 50, no. 1/2, pp. 236-259 . https://doi.org/10.1108/EJM-10-2014-0613

Purpose – This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simu

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::ad3eec5ef0d230d367ddd82db3919ff2
https://strathprints.strath.ac.uk/53438/1/He_etal_EJM_2015_Moral_identity_centrality_and_cause_related_marketing.pdf