The effects of construal level and donation magnitude: the case of cause-related marketing

• Main Authors: Phang Ing @ Grace, Lin, Hsin Yin, Lim, Tze Yin
• Format: Article
• Language: English; English
• Published: MAG Scholar 2020
• Subjects: HB Economic theory. Demography; HF Commerce
• Online Access: https://eprints.ums.edu.my/id/eprint/26705/1/The%20effects%20of%20construal%20level%20and%20donation%20magnitude%20abstrct.pdf; https://eprints.ums.edu.my/id/eprint/26705/2/The%20effects%20of%20construal%20level%20and%20donation%20magnitude%20Fulltexts.pdf; https://eprints.ums.edu.my/id/eprint/26705/; https://doi.org/10.14707/ajbr.200094

Marketers are focusing on their corporate social responsibility in recent years, utilizing charity business as an effective sale and marketing strategy. A better understanding of consumer behaviour in relation to cause-related marketing (CRM) is critical, as both marketers and consumers are able to...