The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator
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DOI: 10.1007/s12208-021-00278-3
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- 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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Keywords
Cause-related marketing; Consumer scepticism; Image of nonprofit organizations (NPO); Religiosity; Behavioural intention;All these keywords.
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