@inproceedings{63cfca9f22af48b29edc1ccbf6a7ae76,
title = "The Effect of Cause Related Marketing (CRM) on Emotions and Attitudes",
abstract = "Sales promotions that include cause-related marketing (CRM) appeals have become commonplace in today{\textquoteright}s marketplace. An exploratory study found that sales promotions that contained a CRM appeal were perceived to be more emotional than {"}everyday{"} sales promotions. However, there was no significant difference between the attitudes for the two types of sales promotions. Emotionality of a CRM appeal appears to have an inverted U relationship with the size of the attached promotional incentive offered in the sales promotion.",
keywords = "Cause Related Marketing, Consumer Response, Corporate Philanthropy, Sales Promotion, Strong Emotional Response",
author = "Leland Campbell and Gulas, {Charles S.}",
note = "Publisher Copyright: {\textcopyright} 2015, The Academy of Marketing Science.; 1996 Academy of Marketing Science Annual Conference ; Conference date: 29-05-1996 Through 01-06-1996",
year = "2015",
doi = "10.1007/978-3-319-13144-3_75",
language = "English",
isbn = "978-3-319-13143-6",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Cham",
pages = "238--242",
editor = "Wilson, {Elizabeth J.} and Hair, {Joseph F.}",
booktitle = "Developments in Marketing Science",
}