Towards a greater understanding of consumer cynicism in the context of cause-related marketing
Thesis
Zhang, H. (in press). Towards a greater understanding of consumer cynicism in the context of cause-related marketing. (Thesis). Business School
Many studies have acknowledged the importance of cause-related marketing (CRM) (e.g. Steckstor, 2011; Guerreiro et al., 2016) and increasing consumer cynicism about it (e.g. Johansen, 2016). Although the topic of consumer cynicism has attracted incre... Read More about Towards a greater understanding of consumer cynicism in the context of cause-related marketing.