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Cause-related marketing in an emerging market: Effect of cause involvement and message framing on purchase intention

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References

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331 cited

2003Cause–brand alliances: does the cause help the brand or does the brand help the cause?317 cited

2009Framing Charity Advertising: Influences of Message Framing, Image Valence, and Temporal Framing on a Charitable Appeal 1207 cited

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2016Influence of Socio-demographic Characteristics of Consumers on Attitudes Towards Cause Related Marketing19 cited
2022Testing the Influence of Donation Message-framing, Donation Size, and Product Type (Androgynous Luxury: Hedonic Vs. Eco-friendly: Utilitarian) on CRM Participation Intention17 cited
2019Evaluating cause‐marketing campaigns in the Indian corporate landscape: The role of consumer skepticism and consumer attributions of firm's motive17 cited
2021Give Goods or Give Money? The Influence of Cause-Related Marketing Approach on Consumers’ Purchase Intention17 cited
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2019Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth16 cited
2018Effects of Color in Disaster Relief Advertising and the Mediating Role of Cognitive Elaboration14 cited
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