Willingness to pay for cause-related marketing: The impact of donation amount and moderating effects

Journal of Marketing Research

Volumn 49, Issue 6, 2012, Pages 910-927

  Koschate Fischer, Nicole ^a   Stefan, Isabel V ^b   Hoyer, Wayne D ^a  

^a UNIVERSITY OF TEXAS AT AUSTIN   (United States)

^b UNIVERSITY OF ERLANGEN NUREMBERG   (Germany)

Author keywords

Cause related marketing; Donation amount; Moderating effects; Willingness to pay

Indexed keywords

EID: 84870918034     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.10.0511     Document Type: Article

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