Effect of Cause-Related Marketing on Attitudes and Purchase Intentions: The Moderating Role of Cause Involvement and Donation Size
By Mahmood M. Hajjat. 2003
166 citations recorded by the source corpus.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/edc8f5a34f85448d66304d918e1e60196dc0fd4a
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
In Organizational Behavior and Human Resource Management
In Sociology and Political Science
Citations in the corpus
- The effects of brand‐cause fit and campaign duration on consumer perception of cause‐related marketing in Japan (2012, background): “Consumer characteristics such as gender (Moosmayer and Fuljahn, 2010; Ross, 1992), involvement with the cause (Hajjat, 2003), involvement with the product (van den Brink et al.”