The Interplay of Consumer Animosity and Regulatory Focus in Influencing Consumer Responses to Cause-Related Marketing

The current research proposes that high (vs. low) level of consumer animosity will lead to more unfavorable responses to a foreign brand in the ad with a CRM message when consumers are promotion-focused. In contrast, the effect of consumer animosity will be attenuated when consumers are prevention-focused.



Citation:

Moon-Yong Kim (2015) ,"The Interplay of Consumer Animosity and Regulatory Focus in Influencing Consumer Responses to 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: 325-325.

Authors

Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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