Contents
Social connectedness in cause marketing : is donation amount benefits or monetary sacrifice? = 공익연계마케팅에서 사회적 연결감의 역할 : 기부금액은 혜택인가 또는 금전적 희생인가? / Dongho Yoo ; Sun-Jae Doh ; Eun-Ho Kim 1
[요약] 1
1. Introduction 2
2. Theoretical Background 3
1) Cause Marketing 3
2) Donation Amount 4
3) Donation Amount and Construal Level 5
4) Social Connectedness in CM 6
3. Study Method 8
1) Data collection and sample 8
2) Experimental Stimuli 8
3) Experimental procedure 8
4) Measures 9
4. Results 10
1) Manipulation check 10
2) Perceived benefits 10
3) Perceived monetary sacrifice 11
4) Participation intentions 12
5) Mediation analysis 13
5. Discussion 14
참고문헌 18
[요약] 22