Construct · 1 fields · 1 citations

cause selection in cause-related marketing: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

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Consumer research

letting consumers choose which cause a firm supports, which increases their perceived personal role and support for the campaign.

In consumer research, cause selection in cause-related marketing refers to letting consumers choose which cause a firm supports, which increases their perceived personal role and support for the campaign. This meaning comes from Robinson (2012) in Journal of Marketing.[1]

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Nearby constructs

campaign2 fields · 4 citationsjingle · one word, two constructs cause-related marketing1 fields · 1 citationsanchor · a standalone construct cause3 fields · 7 citationsjingle · one word, three constructs

References

Robinson, S. R., Irmak, C., & Jayachandran, S. (2012). Choice of Cause in Cause-Related Marketing. Journal of Marketing, 76(4), 126-139. https://doi.org/10.1509/jm.09.0589

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