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 language | English |
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Pages (from-to) | 2249-2266 |
Number of pages | 18 |
Journal | Managerial and Decision Economics |
Volume | 45 |
Issue number | 4 |
DOIs | |
Publication status | Published - 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