Study on The Effect of Cause-Related Marketing Perception on Customers' Out-of-Role Behavior Based on A Moderated Mediation Model

Qing Zhou

2022

Abstract

Cause-related marketing, as a new marketing method, has attracted wide attention of scholars. A total of 156 Chinese adults were recruited in this study, and multiple regression equations were used to test the model. Results suggested that cause-related marketing perception were related to customers’ out-of-role behavior. Results also supported the mediating role of brand trust and the moderating role of moral identity. This study reveals the significance of cause-related marketing for corporate.

Paper Citation

in Harvard Style

Zhou Q. (2022). Study on The Effect of Cause-Related Marketing Perception on Customers' Out-of-Role Behavior Based on A Moderated Mediation Model. In Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI; ISBN 978-989-758-620-0, SciTePress, pages 251-256. DOI: 10.5220/0011734200003607

in Bibtex Style

@conference{icpdi22,
author={Qing Zhou},
title={Study on The Effect of Cause-Related Marketing Perception on Customers' Out-of-Role Behavior Based on A Moderated Mediation Model},
booktitle={Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI},
year={2022},
pages={251-256},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011734200003607},
isbn={978-989-758-620-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI
TI - Study on The Effect of Cause-Related Marketing Perception on Customers' Out-of-Role Behavior Based on A Moderated Mediation Model
SN - 978-989-758-620-0
AU - Zhou Q.
PY - 2022
SP - 251
EP - 256
DO - 10.5220/0011734200003607
PB - SciTePress