The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause-related marketing : an experimental study
Autor*in: |
Lin, Hsin-Hui [verfasserIn] Chen, Jia-Yun [verfasserIn] Yang, Jih-Hua [verfasserIn] |
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Format: |
E-Artikel |
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Sprache: |
Englisch |
Erschienen: |
2024 |
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Schlagwörter: |
Cause-Related Marketing / Kommunikation / Altruismus / Experiment |
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Übergeordnetes Werk: |
Enthalten in: Managerial and decision economics - Chichester [u.a.] : Wiley, 1980, 45(2024), 4 vom: Juni, Seite 2249-2266 |
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Übergeordnetes Werk: |
volume:45 ; year:2024 ; number:4 ; month:06 ; pages:2249-2266 |
Links: |
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DOI / URN: |
10.1002/mde.4124 |
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Katalog-ID: |
189057029X |
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982 | |2 26 |1 00 |x DE-206 |b This study investigates the effect of promotion strategies, altruism, and egoism on consumers' digital participation, attitudinal loyalty, and behavioral loyalty within the context of omnichannel cause-related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co-branding), two altruism types (social donation and economic donation), and two egoism types (social incentives and economic incentives). The moderating effect of brand identification on the influence of strategies, altruism, and egoism on consumer digital participation, attitudinal loyalty, and behavioral loyalty is also tested. |
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10.1002/mde.4124 doi (DE-627)189057029X (DE-599)KXP189057029X DE-627 ger DE-627 rda eng Lin, Hsin-Hui verfasserin aut The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause-related marketing an experimental study Hsin-Hui Lin, Jia-Yun Chen, Jih-Hua Yang 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier 1.1\x Cause-Related Marketing (DE-627)584962347 (DE-2867)29810-6 stw 1.2\x Kommunikation (DE-627)091371449 (DE-2867)15798-3 stw 1.3\x Altruismus (DE-627)091346789 (DE-2867)10150-3 stw 1.4\x Experiment (DE-627)091358795 (DE-2867)19038-1 stw Chen, Jia-Yun verfasserin aut Yang, Jih-Hua verfasserin aut Enthalten in Managerial and decision economics Chichester [u.a.] : Wiley, 1980 45(2024), 4 vom: Juni, Seite 2249-2266 Online-Ressource (DE-627)302468250 (DE-600)1491342-2 (DE-576)079719902 1099-1468 nnns volume:45 year:2024 number:4 month:06 pages:2249-2266 https://onlinelibrary.wiley.com/doi/pdf/10.1002/mde.4124 Verlag kostenfrei https://doi.org/10.1002/mde.4124 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_184 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_266 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_374 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2018 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_2935 GBV_ILN_2940 GBV_ILN_2949 GBV_ILN_2950 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4346 GBV_ILN_4393 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 45 2024 4 6 2249-2266 26 01 0206 4534429274 x1z 04-06-24 2403 01 DE-LFER 4538575763 00 --%%-- --%%-- n --%%-- l01 13-06-24 2403 01 DE-LFER https://doi.org/10.1002/mde.4124 2403 01 DE-LFER https://onlinelibrary.wiley.com/doi/pdf/10.1002/mde.4124 26 00 DE-206 This study investigates the effect of promotion strategies, altruism, and egoism on consumers' digital participation, attitudinal loyalty, and behavioral loyalty within the context of omnichannel cause-related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co-branding), two altruism types (social donation and economic donation), and two egoism types (social incentives and economic incentives). The moderating effect of brand identification on the influence of strategies, altruism, and egoism on consumer digital participation, attitudinal loyalty, and behavioral loyalty is also tested. |
spelling |
10.1002/mde.4124 doi (DE-627)189057029X (DE-599)KXP189057029X DE-627 ger DE-627 rda eng Lin, Hsin-Hui verfasserin aut The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause-related marketing an experimental study Hsin-Hui Lin, Jia-Yun Chen, Jih-Hua Yang 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier 1.1\x Cause-Related Marketing (DE-627)584962347 (DE-2867)29810-6 stw 1.2\x Kommunikation (DE-627)091371449 (DE-2867)15798-3 stw 1.3\x Altruismus (DE-627)091346789 (DE-2867)10150-3 stw 1.4\x Experiment (DE-627)091358795 (DE-2867)19038-1 stw Chen, Jia-Yun verfasserin aut Yang, Jih-Hua verfasserin aut Enthalten in Managerial and decision economics Chichester [u.a.] : Wiley, 1980 45(2024), 4 vom: Juni, Seite 2249-2266 Online-Ressource (DE-627)302468250 (DE-600)1491342-2 (DE-576)079719902 1099-1468 nnns volume:45 year:2024 number:4 month:06 pages:2249-2266 https://onlinelibrary.wiley.com/doi/pdf/10.1002/mde.4124 Verlag kostenfrei https://doi.org/10.1002/mde.4124 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_184 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_266 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_374 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2018 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_2935 GBV_ILN_2940 GBV_ILN_2949 GBV_ILN_2950 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4346 GBV_ILN_4393 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 45 2024 4 6 2249-2266 26 01 0206 4534429274 x1z 04-06-24 2403 01 DE-LFER 4538575763 00 --%%-- --%%-- n --%%-- l01 13-06-24 2403 01 DE-LFER https://doi.org/10.1002/mde.4124 2403 01 DE-LFER https://onlinelibrary.wiley.com/doi/pdf/10.1002/mde.4124 26 00 DE-206 This study investigates the effect of promotion strategies, altruism, and egoism on consumers' digital participation, attitudinal loyalty, and behavioral loyalty within the context of omnichannel cause-related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co-branding), two altruism types (social donation and economic donation), and two egoism types (social incentives and economic incentives). The moderating effect of brand identification on the influence of strategies, altruism, and egoism on consumer digital participation, attitudinal loyalty, and behavioral loyalty is also tested. |
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10.1002/mde.4124 doi (DE-627)189057029X (DE-599)KXP189057029X DE-627 ger DE-627 rda eng Lin, Hsin-Hui verfasserin aut The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause-related marketing an experimental study Hsin-Hui Lin, Jia-Yun Chen, Jih-Hua Yang 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier 1.1\x Cause-Related Marketing (DE-627)584962347 (DE-2867)29810-6 stw 1.2\x Kommunikation (DE-627)091371449 (DE-2867)15798-3 stw 1.3\x Altruismus (DE-627)091346789 (DE-2867)10150-3 stw 1.4\x Experiment (DE-627)091358795 (DE-2867)19038-1 stw Chen, Jia-Yun verfasserin aut Yang, Jih-Hua verfasserin aut Enthalten in Managerial and decision economics Chichester [u.a.] : Wiley, 1980 45(2024), 4 vom: Juni, Seite 2249-2266 Online-Ressource (DE-627)302468250 (DE-600)1491342-2 (DE-576)079719902 1099-1468 nnns volume:45 year:2024 number:4 month:06 pages:2249-2266 https://onlinelibrary.wiley.com/doi/pdf/10.1002/mde.4124 Verlag kostenfrei https://doi.org/10.1002/mde.4124 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_184 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_266 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_374 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2018 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_2935 GBV_ILN_2940 GBV_ILN_2949 GBV_ILN_2950 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4346 GBV_ILN_4393 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 45 2024 4 6 2249-2266 26 01 0206 4534429274 x1z 04-06-24 2403 01 DE-LFER 4538575763 00 --%%-- --%%-- n --%%-- l01 13-06-24 2403 01 DE-LFER https://doi.org/10.1002/mde.4124 2403 01 DE-LFER https://onlinelibrary.wiley.com/doi/pdf/10.1002/mde.4124 26 00 DE-206 This study investigates the effect of promotion strategies, altruism, and egoism on consumers' digital participation, attitudinal loyalty, and behavioral loyalty within the context of omnichannel cause-related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co-branding), two altruism types (social donation and economic donation), and two egoism types (social incentives and economic incentives). The moderating effect of brand identification on the influence of strategies, altruism, and egoism on consumer digital participation, attitudinal loyalty, and behavioral loyalty is also tested. |
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10.1002/mde.4124 doi (DE-627)189057029X (DE-599)KXP189057029X DE-627 ger DE-627 rda eng Lin, Hsin-Hui verfasserin aut The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause-related marketing an experimental study Hsin-Hui Lin, Jia-Yun Chen, Jih-Hua Yang 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier 1.1\x Cause-Related Marketing (DE-627)584962347 (DE-2867)29810-6 stw 1.2\x Kommunikation (DE-627)091371449 (DE-2867)15798-3 stw 1.3\x Altruismus (DE-627)091346789 (DE-2867)10150-3 stw 1.4\x Experiment (DE-627)091358795 (DE-2867)19038-1 stw Chen, Jia-Yun verfasserin aut Yang, Jih-Hua verfasserin aut Enthalten in Managerial and decision economics Chichester [u.a.] : Wiley, 1980 45(2024), 4 vom: Juni, Seite 2249-2266 Online-Ressource (DE-627)302468250 (DE-600)1491342-2 (DE-576)079719902 1099-1468 nnns volume:45 year:2024 number:4 month:06 pages:2249-2266 https://onlinelibrary.wiley.com/doi/pdf/10.1002/mde.4124 Verlag kostenfrei https://doi.org/10.1002/mde.4124 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_184 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_266 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_374 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2018 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_2935 GBV_ILN_2940 GBV_ILN_2949 GBV_ILN_2950 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4346 GBV_ILN_4393 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 45 2024 4 6 2249-2266 26 01 0206 4534429274 x1z 04-06-24 2403 01 DE-LFER 4538575763 00 --%%-- --%%-- n --%%-- l01 13-06-24 2403 01 DE-LFER https://doi.org/10.1002/mde.4124 2403 01 DE-LFER https://onlinelibrary.wiley.com/doi/pdf/10.1002/mde.4124 26 00 DE-206 This study investigates the effect of promotion strategies, altruism, and egoism on consumers' digital participation, attitudinal loyalty, and behavioral loyalty within the context of omnichannel cause-related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co-branding), two altruism types (social donation and economic donation), and two egoism types (social incentives and economic incentives). The moderating effect of brand identification on the influence of strategies, altruism, and egoism on consumer digital participation, attitudinal loyalty, and behavioral loyalty is also tested. |
allfieldsSound |
10.1002/mde.4124 doi (DE-627)189057029X (DE-599)KXP189057029X DE-627 ger DE-627 rda eng Lin, Hsin-Hui verfasserin aut The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause-related marketing an experimental study Hsin-Hui Lin, Jia-Yun Chen, Jih-Hua Yang 2024 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier 1.1\x Cause-Related Marketing (DE-627)584962347 (DE-2867)29810-6 stw 1.2\x Kommunikation (DE-627)091371449 (DE-2867)15798-3 stw 1.3\x Altruismus (DE-627)091346789 (DE-2867)10150-3 stw 1.4\x Experiment (DE-627)091358795 (DE-2867)19038-1 stw Chen, Jia-Yun verfasserin aut Yang, Jih-Hua verfasserin aut Enthalten in Managerial and decision economics Chichester [u.a.] : Wiley, 1980 45(2024), 4 vom: Juni, Seite 2249-2266 Online-Ressource (DE-627)302468250 (DE-600)1491342-2 (DE-576)079719902 1099-1468 nnns volume:45 year:2024 number:4 month:06 pages:2249-2266 https://onlinelibrary.wiley.com/doi/pdf/10.1002/mde.4124 Verlag kostenfrei https://doi.org/10.1002/mde.4124 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_184 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_266 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_374 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2018 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_2935 GBV_ILN_2940 GBV_ILN_2949 GBV_ILN_2950 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4346 GBV_ILN_4393 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 45 2024 4 6 2249-2266 26 01 0206 4534429274 x1z 04-06-24 2403 01 DE-LFER 4538575763 00 --%%-- --%%-- n --%%-- l01 13-06-24 2403 01 DE-LFER https://doi.org/10.1002/mde.4124 2403 01 DE-LFER https://onlinelibrary.wiley.com/doi/pdf/10.1002/mde.4124 26 00 DE-206 This study investigates the effect of promotion strategies, altruism, and egoism on consumers' digital participation, attitudinal loyalty, and behavioral loyalty within the context of omnichannel cause-related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co-branding), two altruism types (social donation and economic donation), and two egoism types (social incentives and economic incentives). The moderating effect of brand identification on the influence of strategies, altruism, and egoism on consumer digital participation, attitudinal loyalty, and behavioral loyalty is also tested. |
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Enthalten in Managerial and decision economics 45(2024), 4 vom: Juni, Seite 2249-2266 volume:45 year:2024 number:4 month:06 pages:2249-2266 |
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behavioral loyalty within the context of omnichannel cause-related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co-branding), two altruism types (social donation and economic donation), and two egoism types (social incentives and economic incentives). The moderating effect of brand identification on the influence of strategies, altruism, and egoism on consumer digital participation, attitudinal loyalty, and behavioral loyalty is also tested.</subfield></datafield></record></collection>
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author |
Lin, Hsin-Hui |
spellingShingle |
Lin, Hsin-Hui stw Cause-Related Marketing stw Kommunikation stw Altruismus stw Experiment The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause-related marketing an experimental study |
authorStr |
Lin, Hsin-Hui |
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electronic Article |
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26@04-06-24 2403@13-06-24 |
illustrated |
Not Illustrated |
issn |
1099-1468 |
topic_title |
26 00 DE-206 This study investigates the effect of promotion strategies, altruism, and egoism on consumers' digital participation, attitudinal loyalty, and behavioral loyalty within the context of omnichannel cause-related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co-branding), two altruism types (social donation and economic donation), and two egoism types (social incentives and economic incentives). The moderating effect of brand identification on the influence of strategies, altruism, and egoism on consumer digital participation, attitudinal loyalty, and behavioral loyalty is also tested The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause-related marketing an experimental study Hsin-Hui Lin, Jia-Yun Chen, Jih-Hua Yang 1.1\x Cause-Related Marketing (DE-627)584962347 (DE-2867)29810-6 stw 1.2\x Kommunikation (DE-627)091371449 (DE-2867)15798-3 stw 1.3\x Altruismus (DE-627)091346789 (DE-2867)10150-3 stw 1.4\x Experiment (DE-627)091358795 (DE-2867)19038-1 stw |
topic |
stw Cause-Related Marketing stw Kommunikation stw Altruismus stw Experiment |
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code="c">00</subfield><subfield code="f">--%%--</subfield><subfield code="d">--%%--</subfield><subfield code="e">n</subfield><subfield code="j">--%%--</subfield><subfield code="y">l01</subfield><subfield code="z">13-06-24</subfield></datafield><datafield tag="981" ind1=" " ind2=" "><subfield code="2">2403</subfield><subfield code="1">01</subfield><subfield code="x">DE-LFER</subfield><subfield code="r">https://doi.org/10.1002/mde.4124</subfield></datafield><datafield tag="981" ind1=" " ind2=" "><subfield code="2">2403</subfield><subfield code="1">01</subfield><subfield code="x">DE-LFER</subfield><subfield code="r">https://onlinelibrary.wiley.com/doi/pdf/10.1002/mde.4124</subfield></datafield><datafield tag="982" ind1=" " ind2=" "><subfield code="2">26</subfield><subfield code="1">00</subfield><subfield code="x">DE-206</subfield><subfield code="b">This study investigates the effect of promotion strategies, altruism, and egoism on consumers' digital participation, attitudinal loyalty, and behavioral loyalty within the context of omnichannel cause-related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co-branding), two altruism types (social donation and economic donation), and two egoism types (social incentives and economic incentives). The moderating effect of brand identification on the influence of strategies, altruism, and egoism on consumer digital participation, attitudinal loyalty, and behavioral loyalty is also tested.</subfield></datafield></record></collection>
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score |
7.3996735 |