Cause Marketing and Consumer Brand Evaluation: The Moderating Role of Corporate Warm Perception and Donation Proximity

Yunfeng Lu

《Frontiers in Economics and Management》 3卷2期 (2022/02) Pp. 708-714

https://doi.org/10.6981/FEM.202202_3(2).0084

摘要

This article introduces two moderating variables: the perception of corporate warmth and the distance between beneficiaries of good-cause marketing and consumers. The cognition of the reaction of marketing events also further demonstrates that cause marketing should be linked to the mission of the organization to make it a long-term business.

關鍵字

Cause Marketing ； Consumer Brand Evaluation ； Corporate Warmth Perception ； Donate Proximity

參考文獻

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