Effects of Cause-Related Marketing on Consumer Purchase Decision: It Depends on How You Frame the Advertisement
碩士 === 國立高雄大學 === 經濟管理研究所 === 94 === Cause-related marketing (CRM) has become one major corporate philanthropic activity where money donated to a charity each time a consumer makes a purchase. This research examines how CRM campaigns described in advertising copy influence purchase decisions. The mo...
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| Format: | Others |
| Language: | en_US |
| Online Access: | http://ndltd.ncl.edu.tw/handle/11973476270178019386 |