Testing the Influence of Donation Message-framing, Donation Size, and Product Type (Androgynous Luxury: Hedonic Vs. Eco-friendly: Utilitarian) on CRM Participation Intention-Reference-Cited by-同舟云学术

Testing the Influence of Donation Message-framing, Donation Size, and Product Type (Androgynous Luxury: Hedonic Vs. Eco-friendly: Utilitarian) on CRM Participation Intention

Published:2022-04-18 Issue: Volume: Page:1-23
ISSN:1049-5142
Container-title:Journal of Nonprofit & Public Sector Marketing
language:en
Short-container-title:Journal of Nonprofit & Public Sector Marketing

Author:

Patel Ritesh¹,Thomas Sujo²^ORCID,Bhatt Viral³

Affiliation:

1. Faculty, Centre for Governance Systems, Gujarat Technological University, Ahmedabad, India

2. Faculty, Amrut Mody School of Management, Ahmedabad University, Ahmedabad, India

3. Faculty, Sal Institute of Management, Gujarat Technological University, Ahmedabad, India

Publisher

Informa UK Limited

Subject

Marketing

Link

https://www.tandfonline.com/doi/pdf/10.1080/10495142.2022.2066600

Reference59 articles.

1. An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

2. Effects of Various Types of Cause-Related Marketing (CRM) Ad Appeals on Consumers' Visual Attention, Perceptions, and Purchase Intentions

3. Negotiating with Yourself and Losing: Making Decisions with Competing Internal Preferences

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