From donations to devotion: how cause-related marketing frames drive brand evangelism through cognitive and social pathways in hospitality
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DOI: 10.1108/ijchm-02-2025-0233
Abstract: Customers increasingly engage in prosocial behavior when purchasing products tied to social causes, but how message framing influences these responses remains unclear. This study aims to investigate the differential impact of gain vs loss-framed purchase-triggered… read more here.
Keywords: pbsr pav; brand evangelism; brand; hospitality ... See more keywords