Enhancing the Effectiveness of Cause-Related Marketing: Visual Style, Self-Construal, and Consumer Responses
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- Taemin Kim & Jeesun Kim, 2021. "How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes," Sustainability, MDPI, vol. 13(12), pages 1-15, June.
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Keywords
cause-related marketing; visual style; self-construal; self-serving motives; attribution theory;All these keywords.
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