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Keywords: Cause–fit congruence
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Journal Articles
Journal:
Social Responsibility Journal
Social Responsibility Journal (2025) 21 (9): 1992–2014.
Published: 29 September 2025
...Rishi Dwesar; Sudeepta Pradhan; Ankita Sharma Purpose This study aims to examine consumer skepticism in cause-related marketing ( CRM ), focusing on how cause–fit congruence and advertising context impact CRM effectiveness. It explores the moderating role of cause affinity to help marketers...
