Consumer Participation in Cause-Related Marketing
This paper explores the effects of cause-related marketing campaigns that require participation and effort from the consumer, a campaign element that has received little research attention. We examine the effects of effort on perceived cause importance, perceived personal role in helping the cause, purchase intentions and participation intentions.
Katharine Howie and Lifeng Yang (2014) ,"Consumer Participation in Cause-Related Marketing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 787-787.
Katharine Howie, University of Mississippi, USA
Lifeng Yang, University of Mississippi, USA
NA - Advances in Consumer Research Volume 42 | 2014
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