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Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement

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  • Mikyeung Bae

Abstract

Cause-related marketing (CRM) skepticism significantly affects consumers’ attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An online experiment indicated that matching skeptical consumers’ high-level mindset with abstract CRM messaging mitigates the negative effects of CRM skepticism on consumer responses. The resulting construal mindset congruency strengthens the favorability of consumer responses by increasing message engagement. Insight into skeptical consumers’ construal mindset adaptation is important because it provides a guide for the construction of advertising messages that engage skeptical consumers at the appropriate construal level to enhance message evaluation and behavior intention.

Suggested Citation

  • Mikyeung Bae, 2020. "Effect of skepticism and message abstractness on cause-related marketing campaign evaluation: The mediating role of message engagement," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1813449-181, January.
    • Handle: RePEc:taf:oabmxx:v:7:y:2020:i:1:p:1813449
    DOI: 10.1080/23311975.2020.1813449
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    File URL: http://hdl.handle.net/10.1080/23311975.2020.1813449
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    Cited by:

    1. Tejaswi Patil & Zillur Rahman, 2023. "Mapping the Cause-Related Marketing (CRM) field: document co-citation and bibliographic coupling approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 491-520, June.

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