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Advertising and Promotion Management Commons™
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Full-Text Articles in Advertising and Promotion Management
Because It Makes Me Feel Good: Moderation And Mediation Effects In Cause-Related Marketing, Reto Felix, Arash H. Zadeh, Arne Baruca
Because It Makes Me Feel Good: Moderation And Mediation Effects In Cause-Related Marketing, Reto Felix, Arash H. Zadeh, Arne Baruca
WCBT Faculty Publications
Based on a 2x2 factorial design, advertisements for a consumer product generated higher purchase intentions when a cause-related marketing (CRM) message was present than when no such message was included in the ad. This effect was statistically significant, regardless of the type of the product (luxury versus non-luxury). However, for the specific cause used in this study (fight against breast cancer), gender moderated the relationship between the presence/absence of a cause in the ad and purchase intentions. Further, in order to shed more light on the underlying process of cause related marketing messages, two alternative mediation hypotheses were tested using …
Quality Is Becoming More About Taste And Less About Cost: Eeg And Survey Study On Consumer Behavior, Charnetta Brown, Adriane Randolph, Janee Burkhalter
Quality Is Becoming More About Taste And Less About Cost: Eeg And Survey Study On Consumer Behavior, Charnetta Brown, Adriane Randolph, Janee Burkhalter
Charnetta Brown
No abstract provided.
Quality Is Becoming More About Taste And Less About Cost: Eeg And Survey Study On Consumer Behavior, Charnetta Brown, Adriane Randolph, Janee Burkhalter
Quality Is Becoming More About Taste And Less About Cost: Eeg And Survey Study On Consumer Behavior, Charnetta Brown, Adriane Randolph, Janee Burkhalter
Adriane B. Randolph
No abstract provided.