Power of Cause Framing: Impact on Gen Z’s Attitudes Towards Corporate Charitable Contributions, Cause Participation Intentions, and Brand Loyalty

This study examined the relationship between different cause framings and aspects of digital cause-related marketing’s effectiveness, focusing on Gen Z’s attitude towards company charitable contributions, cause participation intention, and brand loyalty. The moderating variable was the customer’s le...

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Bibliographic Details
Published in:Journal of marketing development and competitiveness 2025-05, Vol.19 (1)
Main Authors: Mai, Ngoc, Stowe, Kristin, Henderson, Tiffanie-Turner, Zarzosa, Jennifer
Format: Article
Language:English
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Online Access:Get full text
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