Functional matching effect in CRM: Moderating roles of perceived message quality and skepticism

Journal of Marketing Communications

Volumn 20, Issue 6, 2014, Pages 397-418

  Manuel, Eleonora ^a   Youn, Seounmi ^b   Yoon, Doyle ^c  

^a Lighting Research Solutions   (United States)

^b EMERSON COLLEGE   (United States)

^c UNIVERSITY OF OKLAHOMA   (United States)

Author keywords

cause related marketing; consumer skepticism; functional matching effect; perceived message quality

Indexed keywords

EID: 84938365285     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527266.2012.715587     Document Type: Article

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