Self-Focused Or Other-Focused Appeal? Impacts of Non-Profit Organization Type and Cultural Differences on Cause-Related Marketing
This research examines the effects of national culture and the type of Non-profit Organization on two types of advertising appeals for cause-related marketing (CRM). We find a significant three-way interaction between advertising appeal, NPO type and national culture, which impacts both purchase intention and attitudes towards the sponsoring firm.
Citation:
Pei-Chi Chen and Chun-Tuan Chang (2015) ,"Self-Focused Or Other-Focused Appeal? Impacts of Non-Profit Organization Type and Cultural Differences on Cause-Related Marketing", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 114-115.
Authors
Pei-Chi Chen, National Sun Yat-sen University, Taiwan
Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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