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The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause‐related marketing: An experimental study

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  • Hsin‐Hui Lin
  • Jia‐Yun Chen
  • Jih‐Hua Yang
Abstract
This study investigates the effect of promotion strategies, altruism, and egoism on consumers' digital participation, attitudinal loyalty, and behavioral loyalty within the context of omnichannel cause‐related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co‐branding), two altruism types (social donation and economic donation), and two egoism types (social incentives and economic incentives). The moderating effect of brand identification on the influence of strategies, altruism, and egoism on consumer digital participation, attitudinal loyalty, and behavioral loyalty is also tested.

Suggested Citation

  • Hsin‐Hui Lin & Jia‐Yun Chen & Jih‐Hua Yang, 2024. "The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause‐related marketing: An experimental study," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 45(4), pages 2249-2266, June.
    • Handle: RePEc:wly:mgtdec:v:45:y:2024:i:4:p:2249-2266
    DOI: 10.1002/mde.4124
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