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- W2736844035 abstract "The present study examined consumer responses to the use of cause-related marketing (CRM) and endorsers (high or low fit with a cause) as given cues in sport (i.e., fitness club advertisements). By conducting an experiment using fictitious advertisements, the study found that both CRM and endorser-cause fit (ECF) have a positive impact on consumers’ attitude towards advertisement (Aad), brand (Abr), and purchase intention (PI). Executive Summary" @default.
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- W2736844035 date "2014-01-01" @default.
- W2736844035 modified "2023-09-27" @default.
- W2736844035 title "Examining Sport Advertisements: The Effect of Cause-Related Marketing (CRM) Messages and Endorsements" @default.
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