Ambivalent perception of cause-related marketing: investigating the (in)congruence of opposite motivational perceptions on consumer evaluations
Yuting Wang,
Yao Chen,
Jie Fang
et al.
Abstract:PurposeDespite the popularity of leveraging cause-related marketing (CRM) to make societal contributions and bolster business profits, sellers face a profound dilemma when conducting CRM due to consumers’ ambivalent understanding of sellers’ motivation for the initiative. Therefore, it is imperative to unravel consumers’ ambivalent understanding of CRM and determine how sellers can effectively employ CRM to elicit positive evaluations from consumers.Design/methodology/approachThis study gathered survey data fr… Show more
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