Overcoming consumer skepticism in cause-related marketing: The effects of corporate social responsibility and donation size claim objectivity

Journal of Promotion Management

Volumn 15, Issue 4, 2009, Pages 465-483

  Kim, Yeo Jung ^a   Lee, Wei Na ^a  

^a UNIVERSITY OF TEXAS AT AUSTIN   (United States)

Author keywords

Cause related marketing (CRM); Claim objectivity; Corporate social responsibility (CSR); Donation size; Skepticism

Indexed keywords

EID: 77951693262     PISSN: 10496491     EISSN: 15407594     Source Type: Journal    
DOI: 10.1080/10496490903270232     Document Type: Article

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