Is Less More For Cause-Related Marketing?
This research establishes how consumers respond to CRM campaigns with finite promotional periods. A conceptual model, built on the persuasion knowledge model and attribution theory, is tested empirically. We demonstrate the effect of campaign duration on participation intentions is transmitted through the consumer’s perception about the company’s social responsibility.
Katharine Howie and Lifeng Yang (2015) ,"Is Less More For Cause-Related Marketing?", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 789-789.
Katharine Howie, The University of Mississippi, USA
Lifeng Yang, The University of Mississippi, USA
NA - Advances in Consumer Research Volume 43 | 2015
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Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne
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Sydney Scott, Washington University, USA
Yoel Inbar, University of Toronto, Canada
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