The Dual Processing of Donation Size in Cause-Related Marketing (CRM): The Moderating Roles of Construal Level and Emoticons

The Dual Processing of Donation Size in Cause-Related Marketing (CRM): The Moderating Roles of Construal Level and Emoticons

Donation size is known to be one of the factors that determines the success of cause-related marketing (CRM), which is the most practical form of corporate social responsibility (CSR). Although various studies have investigated the influence of donation size on CRM, they have not shown clear results...

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Bibliographic Details
Main Authors: Dongho Yoo, Jung-Ae Kim, Sun-Jae Doh
Format: Article
Language:English
Published: MDPI AG 2018-11-01
Series:Sustainability
Subjects:
cause-related marketing
donation size
construal level
perceived benefits
perceived monetary sacrifice
emoticons
Online Access:https://www.mdpi.com/2071-1050/10/11/4219

Internet

https://www.mdpi.com/2071-1050/10/11/4219

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