Improving The Impact Of Cause-Related Donation Exchanges Through Message Framing: A Conceptual Perspective
- ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
- Neel Das PhD, Associate Professor (Creator)
- Institution
- Appalachian State University (ASU )
- Web Site: https://library.appstate.edu/
Abstract: A conceptual framework is presented in support of a cause-related exchange model. Of interest is the possible effect of message framing on the likelihood of participating in a cause-related donation exchange. Framing the cause related marketing message concretely or abstractly, in regard to the dollar amount or percentage level of a cause-related purchase that will actually go to a designated cause, is posited to directly impact the likelihood of participating in a donation exchange. Furthermore, the level of cause support and the level of donation request are posited to mutually moderate the above-mentioned relationship. The cause support level is presented to have a central role, influencing both the effects of message framing on the likelihood of participating in a donation exchange and the level of donation request on the likelihood of participating in a donation exchange. It is the authors’ intention that the presentation of this conceptual model will contribute to cause-related research literature, and concomitantly, attract practitioner interest as well.
Improving The Impact Of Cause-Related Donation Exchanges Through Message Framing: A Conceptual Perspective
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Additional Information
- Publication
- Das, N., & Kerr, A. H. (2009). Improving The Impact Of Cause-Related Donation Exchanges Through Message Framing: A Conceptual Perspective. Journal of Applied Business Research (JABR), 25(2). https://doi.org/10.19030/jabr.v25i2.1037. Publisher record of version available at: https://clutejournals.com/index.php/JABR/article/view/1037
- Language: English
- Date: 2009
- Keywords
- cause-related marketing, abstract and concrete message framing, cause support level, level of donation request, and likelihood of participating in a donation exchange