Although the place of writing in communication remains important, surprisingly, little research has been done on the role of typography in an advertising context, especially on attitude toward the ad
This study investigates to what extent the company image would improve for a company after applying a cause related marketing (CRM) campaign. It is suggested that the magnitude of company image
Companies are increasingly concerned about their ethical image and that of their brands. This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and
The present research contributes to the CRM literature by examining the interactive effects of brand-cause fit and cause involvement on consumer attitudes and participation intentions towards CRM
The authors investigate how duration of a chat conversation impact adolescents’ perceptions of service quality of a child helpline and test whether this impact varies depending upon the seriousness
