Moral identity centrality and cause-related marketing The moderating effects of brand social responsibility image and emotional brand attachment

He Hongwei; Zhu Weichun; Gouran Dennis; Kolo Olivia

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Moral identity centrality and cause-related marketing The moderating effects of brand social responsibility image and emotional brand attachment

机译：道德认同中心和与因果相关的营销品牌社会责任形象和情感品牌依恋的调节作用

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Purpose - This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and doing something good for the society. Drawing on the moral identity (MI)-based motivation model, this research examines how consumer MI influences consumer behavioural response to CRM.

机译：目的-本文旨在研究消费者的道德认同（MI）如何影响与因果相关的营销（CRM）的影响。 CRM是一种流行的混合营销工具，结合了慈善计划和促销。 CRM在鼓励消费者购买并为社会做点有益事的同时具有优势。利用基于道德认同（MI）的动机模型，本研究研究了消费者MI如何影响消费者对CRM的行为响应。

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来源
《European journal of marketing》 |2016年第2期|236-259|共24页
作者
He Hongwei; Zhu Weichun; Gouran Dennis; Kolo Olivia;
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作者单位

Univ Strathclyde, Stratyclyde Business Sch, Glasgow, Lanark, Scotland;

Penn State Univ, Dept Labor Studies & Employment Relat, University Pk, PA 16802 USA;

Penn State Univ, Dept Labor Studies & Employment Relat, University Pk, PA 16802 USA;

BSkyB, Isleworth, England;

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原文格式 PDF
正文语种 eng
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关键词
Corporate social responsibility; Cause-related marketing; Emotional brand attachment; Moral identity;

机译：企业社会责任;与原因相关的营销;情感品牌依恋;道德认同;

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6. Threshold effect of government subsidy corporate social responsibility and brand value using the data of China’s top 500 most valuable brands [O] . Yongzhi Qi, Yuchen Chai, Yifan Jiang 2021

机译：使用中国500强最有价值品牌数据的政府补贴企业社会责任和品牌价值的阈值效应
7. Moral identity centrality and cause-related marketing: the moderating effects of brand social responsibility image and emotional brand attachment [O] . He, Hongwei, Zhu, Weichun, Gouran , Dennis, 2018

机译：道德认同中心性与事业相关营销：品牌社会责任形象和情感品牌依恋的调节作用

Moral identity centrality and cause-related marketing The moderating effects of brand social responsibility image and emotional brand attachment

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