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Cause-related marketing and employee engagement: The roles of admiration, implicit morality beliefs, and moral identity

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  • He, Hongwei
  • Chao, Melody M.
  • Zhu, Weichun

Abstract

Cause-related marketing refers to supporting a charitable cause or a non-profit organization to promote sales. Little is known about how cause-related marketing influences a firm's own employees. Two field studies were conducted which confirmed that cause-related marketing enhances employees' admiration for their company, which in turn promotes engagement. Importantly, each employee's implicit morality beliefs and moral identity centrality jointly moderate these relationships. The practical implications of these findings are discussed.

Suggested Citation

  • He, Hongwei & Chao, Melody M. & Zhu, Weichun, 2019. "Cause-related marketing and employee engagement: The roles of admiration, implicit morality beliefs, and moral identity," Journal of Business Research, Elsevier, vol. 95(C), pages 83-92.
    • Handle: RePEc:eee:jbrese:v:95:y:2019:i:c:p:83-92
    DOI: 10.1016/j.jbusres.2018.10.013
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    References listed on IDEAS

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    2. Rana Essam Shazly & Abeer A. Mahrous, 2020. "Capture the hearts to win the minds: cause-related marketing in Egypt," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 255-276, September.
    3. Bilal Afsar & Basheer Al‐Ghazali & Waheed Umrani, 2020. "Retracted: Corporate social responsibility, work meaningfulness, and employee engagement: The joint moderating effects of incremental moral belief and moral identity centrality," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1264-1278, May.
    4. He, Hongwei & Kim, Sumin & Gustafsson, Anders, 2021. "What can we learn from #StopHateForProfit boycott regarding corporate social irresponsibility and corporate social responsibility?," Journal of Business Research, Elsevier, vol. 131(C), pages 217-226.
    5. Xiaojun Fan & Nianqi Deng & Yi Qian & Xuebing Dong, 2022. "Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis," Journal of Business Ethics, Springer, vol. 175(2), pages 339-360, January.
    6. Rana Essam Shazly & Abeer A. Mahrous, 0. "Capture the hearts to win the minds: cause-related marketing in Egypt," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-22.
    7. Hina Yaqub Bhatti & M. Mercedes Galan-Ladero & Clementina Galera-Casquet, 2023. "Cause-related marketing: a systematic review of the literature," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 25-64, March.
    8. Nguyen, Nga & Priporas, Constantinos-Vasilios & McPherson, Mark & Manyiwa, Simon, 2023. "CSR-related consumer scepticism: A review of the literature and future research directions," Journal of Business Research, Elsevier, vol. 169(C).
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    10. Tejaswi Patil & Zillur Rahman, 2023. "Mapping the Cause-Related Marketing (CRM) field: document co-citation and bibliographic coupling approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 491-520, June.
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