Corporate negative publicity – the role of cause related marketing

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Corporate negative publicity – the role of cause related marketing

This paper examines the effects of cause-related marketing (CrM) strategies on consumers' moral judgement and purchase behaviour in the context of experiencing substantial corporate negative publicity. Data for the study were collected from 343 respondents through mall intercept technique from...

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Bibliographic Details
Main Authors:	Vyravene, Revadee, Rabbanee, Fazlul
Format:	Journal Article
Published:	Elsevier 2016
Online Access:	http://hdl.handle.net/20.500.11937/12863

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