The moderating influence of consumers' temporal orientation on the framing of societal needs and corporate responses in cause-related marketing campaigns.
The benefits associated with cause-related marketing (CRM) campaigns to both the sponsoring firm and its partnering nonprofit are well documented. However, the combination of the manner in which CRM messages are framed in advertisements and consumers' temporal orientation potentially alters a campai...
| Main Authors: | , , , |
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| Format: | |
| Language: | English |
| Published: |
2010
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| Online Access: | http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:177649 |