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

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish
Pages (from-to)2249-2266
Number of pages18
JournalManagerial and Decision Economics
Volume45
Issue number4
DOIs
Publication statusPublished - 2024 Jun

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management
  • Management Science and Operations Research
  • Management of Technology and Innovation

Fingerprint

Dive into the research topics of 'The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause-related marketing: An experimental study'. Together they form a unique fingerprint.

Cite this