Spatial Distance Construal Perspectives on Cause-Related Marketing: The Importance of Nationalism in Russia
Abstract
Consumers around the globe expect firms to contribute to environmentally and socially responsible causes. Using construal level theory with a spatial distance lens, we examine effects of spatial proximity of the firm (domestic firm vs. foreign multinational corporation [MNC]), cause (domestic vs. global), and consumer cultural identity (locally oriented: nationalism and consumer ethnocentrism; distantly oriented: global identity and global...
Paper Details
Title
Spatial Distance Construal Perspectives on Cause-Related Marketing: The Importance of Nationalism in Russia
Published Date
Jan 18, 2019
Volume
27
Issue
1
Pages
38 - 55
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