The Effects of Featured Advertising and Package Labeling on Sustainability of Cause-Related Marketing (CRM) Products

The Effects of Featured Advertising and Package Labeling on Sustainability of Cause-Related Marketing (CRM) Products

This paper seeks to examine the relative efficacy of cause-related marketing (CRM) product package labeling versus featured advertising efficacy on market performance. One natural setting using scanner data from a grocery store chain and an open-ended survey were conducted to evaluate the financial...

Full description

Bibliographic Details
Main Authors: Sunhee Choi, Sangno Lee, Wesley Friske
Format: Article
Language:English
Published: MDPI AG 2018-08-01
Series:Sustainability
Subjects:
cause-related marketing
retailing
package labels
featured advertisements
theory of reasoned action
social identity theory
Online Access:http://www.mdpi.com/2071-1050/10/9/3011

Internet

http://www.mdpi.com/2071-1050/10/9/3011

Similar Items