This experimental study aims to examine the effectiveness of cause-related marketing messages that incorporate both text and visuals, as compared to messages comprised solely of text.
The findings of this study demonstrate the advantages of a green loyalty reward program in enhancing customer satisfaction of both members and non-members.
Customers perceive restaurants to be socially responsible when they are provided with healthful foods and nutrition information; highly health-conscious customers react more strongly to provision of healthful foods than their counterparts.
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