KOREASCHOLAR

CHOICE OF CAUSE IN CRM AFTER BRAND SCANDAL: BASED ON REGULATORY FOCUS THEORY

Hailin Zhang, Leping Li, Xina Yuan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372544
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.400-406
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
brand scandalcause-related marketing (CRM)regulatory focus
Table Content
1. Introduction
 2. Theoretical background
  2.1 Cause-related Marketing.
  2.2 Brand Scandal and Negativity Effect
  2.3 Attribution Theory
  2.4 Regulatory Focus Theory
 3. Hypotheses development
 4. Methodology
 5. Results.
 6. Discussion.
 References
Author
  • Xina Yuan(Xiamen University, China)
  • Leping Li(Beijing Jingdong Century trade, China)
  • Hailin Zhang(Yonsei University, Korea)