Cause-related marketing and employee engagement: The roles of admiration, implicit morality beliefs, and moral identity

被引：37

作者：

He, Hongwei ^{[1
]}

Chao, Melody M. ^{[2
]}

Zhu, Weichun ^{[3
]}

机构：

[1] Univ Manchester, Alliance Manchester Business Sch, Manchester G13 9PL, Lancs, England

[2] Hong Kong Univ Sci & Technol, Dept Management, Kowloon, Clear Water Bay, Hong Kong, Peoples R China

[3] Guangzhou Univ, Sch Management, Dept Org & Human Resource Management, Guangzhou 510006, Guangdong, Peoples R China

来源：

JOURNAL OF BUSINESS RESEARCH | 2019年 / 95卷

关键词：

Cause-related marketing; Employee engagement; Admiration; Morals; Moral identity; China; CORPORATE SOCIAL-RESPONSIBILITY; WORK ENGAGEMENT; ETHICAL LEADERSHIP; CONSUMER CHOICE; JOB ENGAGEMENT; ANTECEDENTS; DISENGAGEMENT; PERFORMANCE; JUDGMENTS; BEHAVIOR;

D O I：

10.1016/j.jbusres.2018.10.013

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Cause-related marketing refers to supporting a charitable cause or a non-profit organization to promote sales. Little is known about how cause-related marketing influences a firm's own employees. Two field studies were conducted which confirmed that cause-related marketing enhances employees' admiration for their company, which in turn promotes engagement. Importantly, each employee's implicit morality beliefs and moral identity centrality jointly moderate these relationships. The practical implications of these findings are discussed.

引用

页码：83 / 92

页数：10

共 28 条

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