최소 단어 이상 선택하여야 합니다.
최대 10 단어까지만 선택 가능합니다.
다음과 같은 기능을 한번의 로그인으로 사용 할 수 있습니다.
NTIS 바로가기Heliyon, v.7 no.10, 2021년, pp.e08150 -
Jiménez Correa, Erika Alejandra (Facultad de Ciencias Econó) , Palacio-López, Sandra Milena (micas y Administrativas, Universidad de Medellí) , Sánchez-Torres, Javier A. (n, Colombia) , Gaviria Martínez, Luisa Fernanda (Facultad de Ciencias Econó) , Arrubla Zapata, Juan Pablo (micas y Administrativas, Universidad de Medellí) , Hernández Fernández, Yuri Lorene (n, Colombia) , Lopera, Carolina Perlaza (Facultad de Ciencias Econó)
The aim of this study was to investigate how social responsibility marketing campaigns can be effective in branding for young millennials. An empirical model was applied in three specific cases of cause marketing targeting Generation Y. A total sample of 547 young people was obtained, and the data w...
Aggarwal V. Singh V.K. Cause-related marketing and start-ups: moderating role of cause involvement J. Glob. Responsibil. 10 1 2019 16 30
Alcañiz E.B. Cáceres R.C. Pérez R.C. Alliances between brands and social causes: the influence of company credibility on social responsibility image J. Bus. Ethics 96 2 2010 169 186
Allende E. Jóvenes y hábitos de consumo en turismo 119 2018 Revista De Estudios De Juventud Marzo 47 61 Available at: http://www.injuve.es/sites/default/files/2018/41/publicaciones/3.-_jovenes_y_habitos_de_consumo_en_turismo.pdf
Becker-Olsen K.L. A cross-cultural examination of global brands J. Int. Market. 19 2 2011 30 44
Brand P. ‘Governing Inequality in the South through the Barcelona Model’, Interrogating Urban Crisis: Governance, Contestation, Critique September 2013 1 17 Available at: www.bartlett.ucl.ac.uk/dpu/metrocables
Buil I. Martínez E. Montaner T. La influencia de las acciones de marketing con causa en la actitud hacia la marca’, Cuadernos de Economia y Direccion de la Empresa ACEDE 15 2 2012 84 93
Calder B.J. Burnkrant R.E. Interpersonal influence on consumer behavior: an attribution theory approach J. Consum. Res. 4 1 1977 29
Campbell M.C. Keller K.L. Brand familiarity and advertising repetition effects J. Consum. Res. 30 2 2003 292 304
Casaló L.V. Flavián C. Ibáñez-Sánchez S. Influencers on Instagram: antecedents and consequences of opinion leadership J. Bus. Res. 2018 (October 2017)
Childs M. Woo H. Kim S. Sincerity or ploy? An investigation of corporate social responsibility campaigns J. Prod. Brand Manag. 28 4 2019 489 501
Cui Y. Cause-related marketing: how generation Y responds Int. J. Retail Distrib. Manag. 31 6 2003 310 320
Dalziel R. Bevan-Dye A. Influence of product innovativeness and subjective norms on female generation Y students’ attitudes towards beauty products Int. J. Innov. Creativ. Change 5 2 2019 533 550
Dawn V. Thomas P. Generation Y values and lifestyle segments J. Consum. Market. 30 7 2013 597 606
Diniso C. Duh H.I. Explaining generation Y South Africans’ love and satisfaction with samsung phone brand using consumption value theory J. Afr. Business Routledg 2020 1 14 00(00)
Duarte P.A. de O. Silva S.C.e. The role of consumer-cause identification and attitude in the intention to purchase cause-related products Int. Market. Rev. 37 4 2018 603 620
Eastman J.K. Smalley K.B. Warren J.C. The impact of cause-related marketing on millennials’ product attitudes and purchase intentions J. Promot. Manag. Routledg. 25 6 2019 799 826
Fornell C. Larcker D.F. Evaluating structural equation models with unobservable variables and measurement error J. Market. Res. 18 1 1981 39 50
Gonzales-Miranda D.R. Mitos y realidades de los millennials colombianos JSR Funlam J. Stud. Res. 4 2019 16 19
Hair J.F. When to use and how to report the results of PLS-SEM Eur. Bus. Rev. 31 1 2019 2 24
Hair J.F. Howard M.C. Nitzl C. Assessing measurement model quality in PLS-SEM using confirmatory composite analysis J. Busi. Res. Elsevier 109 December 2019 2020 101 110
Hair J.F.J. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Long Range Planning 2014 Sage Thousand Oaks, CA
Henseler J. Ringle C.M. Sarstedt M. A new criterion for assessing discriminant validity in variance-based structural equation modeling J. Acad. Market. Sci. 43 1 2014 115 135
Hensley C. Diddi S. Hyllegard K. Millennial consumers’ responses to cause-related marketing in support of LGBTQ homeless youth Soc. Sci. 8 8 2019 pp. 0–20
Herrando C. Jimenez-Martinez J. Martin-De Hoyos M.J. Tell me your age and I tell you what you trust: the moderating effect of generations Internet Res. 29 4 2019 799 817
Jamie C. Engaging gen Y customers in online brand communities: a cross-national assessment Int. J. Inform. Manag. Elsevier Ltd 56 2021 102252 August 2020
Kärnä J. Hansen E. Juslin H. Social responsibility in environmental marketing planning Eur. J. Market. 37 5/6 2003 848 871
Kaur H. Anand S. Segmenting Generation Y using the Big Five personality traits: understanding differences in fashion consciousness, status consumption and materialism Young Consum. 19 4 2018 382 401
Kelley H.H. Attribution theory in social psychology U. of N. Nebraska Symposium on Motivation 1967 Nebraska in Press
Kim H.J. Kim J.-I. Han W.H. The effects of cause-related marketing on company and brand attitudes Seoul J. Busi. 11 2 2005 83 117
Lee J.Y. Johnson K.K.P. Cause-related marketing strategy types: assessing their relative effectiveness J. Fash. Mark. Manag. 23 2 2019 239 256
Lerro M. Cause related marketing among Millennial consumers: the role of trust and loyalty in the food industry Sustainability (Switzerland) 11 2 2019
Otzen T. Manterola C. Técnicas de Muestreo sobre una Población a Estudio Int. J. Morphol. 35 1 2017 227 232
Ozer S. Oyman M. Ugurhan Y.Z.C. The surprise effect of ambient ad on the path leading to purchase: testing the role of attitude toward the brand J. Market. Commun. Routledge 26 6 2020 615 635
Partouche J. Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials: a regulatory focus approach Int. Market. Rev. 37 5 2020 923 943
Pauliene R. Sedneva K. The influence of recommendations in social media on purchase intentions of generations Y and Z Organizat. Market. Emerg. Econ. 10 2 2019 227 256
Sánchez Torres J.A. Impact of gender on the acceptance of electronic word-of-mouth (eWOM) information in Spain Contaduría Adm. 63 4 2018 1 19
Sung J. Yan R.N. Predicting Clothing Behaviors of Generation Y Men through Self-Esteem and Body Dissatisfaction Fash. Text. Springer Singapore 7 1 2020
Szykman L.R. Bloom P.N. Blazing J. Does corporate sponsorship of a socially-oriented message make a difference? An investigation of the effects of sponsorship identity on responses to an anti-drinking and driving message J. Consum. Psychol. 14 1–2 2004 13 20
Thomas S. Kureshi S. Vatavwala S. Cause-related marketing research (1988–2016): an academic review and classification J. Nonprofit Publ. Sect. Market. Routledge 32 5 2020 488 516
Urwin R.S. Joao E.A.S. Generation Y’s perceived preference for green hotels Afric. J. Hospital. Tour. Leisure 9 2 2020 1 20
Velasco J.C. Millennials as digital natives: examining the social media activities of the Philippine Y-generation Pertanika J. Soc. Sci. Humanit. 28 3 2020 1939 1957
Van De Ven B. An ethical framework for the marketing of corporate social responsibility J. Bus. Ethics 82 2 2008 339 352
Weiner B. Attribution theory Int. Encycloped. Educ. 6 1 2010 558 563
Zdravkovic S. Magnusson P. Stanley S.M. Dimensions of fit between a brand and a social cause and their influence on attitudes Intern . J . of Research in Marketing Dimensions of fi t between a brand and a social cause and their influence on attitudes Int. J. Res. Market. Elsevier B.V. 27 2 2010 151 160
*원문 PDF 파일 및 링크정보가 존재하지 않을 경우 KISTI DDS 시스템에서 제공하는 원문복사서비스를 사용할 수 있습니다.
오픈액세스 학술지에 출판된 논문
※ AI-Helper는 부적절한 답변을 할 수 있습니다.