JeeWon Cheong

The Effects of Partnership‐Based Cause‐Related Marketing Program on Consumers' Perceived Authenticity, Meaningfulness, and Supporting Behaviors: Moderating Roles of Perceived Pain and Calling

ABSTRACT The effectiveness of cause‐related marketing (CRM) depends on how CRM initiatives are designed and communicated to consumers. To advance theoretical understanding of effective CRM practice, drawing on the attribution theory and martyrdom effect, the current study examine...