The impact of perceptual congruence on the effectiveness of cause-related marketing campaigns

By Andrew Kuo, D. Rice. 2015

158 citations recorded by the source corpus.

Subfields: Applied Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/e0b28390b01542cc7edc69ef85d24d8dcbbab037

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Applied Psychology

1. Weichun Zhu

In Marketing

1. Weichun Zhu
2. Olivia Kolo
3. Hongwei He
4. Dennis S. Gouran

Citations in the corpus

• Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment (2016, background): “With the increasing pressure for companies to be more socially responsible, cause-related marketing has become an increasingly popular marketing tool (Kuo and Rice, 2015; Liston-Heyes and Liu, 2013, Strahilevitz and Myers, 1998).”