Antecedents of Consumer Attitudes toward Cause-Related Marketing

Using a nationally representative sample, this study demonstrated the importance of psychographics in profiling cause-related marketing advocates.

Antecedents of Consumer Attitudes toward Cause-Related Marketing

Seounmi YounEmerson CollegeHyuksoo KimEmerson College

INTRODUCTION

The use of cause-related marketing as a marketing platform has been progressively employed by companies, as consumers increasingly...

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