The moderating role of social themes in cause-related marketing advertisements

@article{Natarajan2018TheMR,
  title={The moderating role of social themes in cause-related marketing advertisements},
  author={T. Natarajan and Daniel Inbaraj Jublee and D. Kasilingam and Gladys Stephen},
  journal={International Review on Public and Nonprofit Marketing},
  year={2018},
  volume={15},
  pages={433-454}
}
Cause-related Marketing (CrM) has become a necessity for organizations as a strategy not only to improve sales but also to give back to the society. Past studies have proven that CrM advertisements play an important role in driving the intentions of the consumers. This study analyses different CrM advertisements that are based on different social themes to analyze significant differences in variables like consumer attitude towards the cause, attitude towards the brand, cause brand fit and the… Expand
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