Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing

Journal of Business Ethics

Volumn 127, Issue 2, 2015, Pages 337-350

  Chang, Chun Tuan ^a   Cheng, Zhao Hong ^a  

^a NATIONAL SUN YAT SEN UNIVERSITY   (Taiwan)

Author keywords

Cause related marketing; Consumer skepticism toward advertising; Gender; Mindset; Shopping orientation

Indexed keywords

EID: 84891899958     PISSN: 01674544     EISSN: 15730697     Source Type: Journal    
DOI: 10.1007/s10551-014-2048-4     Document Type: Article

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