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- W4375856768 abstract "This research analyses how high emotional cause-related marketing claims influence attitudes and viral behaviors. With a SEM and an international sample of 1,232 respondents (Spain, England, and Ecuador) exposed to a video viral cause marketing stimulus, analysis shows, from a global international perspective (1) the influence of emotions on attitudes; (2) the attitudinal constructs consistency; (3) the simultaneous impact of the emotions also on viral behaviors; (4) the effect of attitudes variables on viral behaviors; and (5) the strong viral consequences connection. From a cross-cultural perspective, significant differences are identified. Recommendations in the context analysed: (1) convenience of including emotional claims, (2) adaption of international campaigns to local cultures to strength certain advantages; however, tailoring locally a global campaign cannot be affordable." @default.
- W4375856768 created "2023-05-10" @default.
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- W4375856768 date "2023-05-08" @default.
- W4375856768 modified "2023-09-29" @default.
- W4375856768 title "Is Cause-Related Marketing all the Same for Different Cultures?" @default.
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- W4375856768 doi "https://doi.org/10.1080/08961530.2023.2200222" @default.
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