Antecedents and consequences of consumer skepticism toward cause-related marketing: Gender as moderator and attitude as mediator
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DOI: 10.1080/13527266.2019.1630663
Abstract: ABSTRACT This study aims to understand the antecedents and consequences of consumer skepticism with respect to cause-related marketing (CRM). The study examines the mediating and moderating impact of attitude toward brand image and gender on… read more here.
Keywords: consumer skepticism; study; consequences consumer; marketing ... See more keywords