Antecedents and consequences of consumer skepticism toward cause-related marketing: Gender as moderator and attitude as mediator-Reference-Cited by-同舟云学术

Antecedents and consequences of consumer skepticism toward cause-related marketing: Gender as moderator and attitude as mediator

Published:2019-06-20 Issue:1 Volume:27 Page:31-52
ISSN:1352-7266
Container-title:Journal of Marketing Communications
language:en
Short-container-title:Journal of Marketing Communications

Author:

Amawate Vibhas¹,Deb Madhurima¹

Affiliation:

1. Marketing, IIM Kashipur, Kashipur, India

Publisher

Informa UK Limited

Subject

Marketing,Business and International Management

Link

https://www.tandfonline.com/doi/pdf/10.1080/13527266.2019.1630663

Reference105 articles.

1. Babu, M. M., and M. Mohiuddin. 2008. “Cause Related Marketing and Its Impact on the Purchasing Behavior of the Customers of Bangladesh: An Empirical Study.” American International University-Bangladesh (AIUB),(5).

2. Overcoming skepticism toward cause-related marketing claims: the role of consumers’ attributions and a temporary state of skepticism

3. High-fit charitable initiatives increase hedonic consumption through guilt reduction

4. Bagozzi, R. P., and Y. Youjae. 1988. “On the Evaluation of Structural Equation Models.” 1: 74–94.

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