id	author	title	date	pages	extension	mime	words	sentence	flesch	summary	cache	txt
ertr-528	Kim, Hye-Rhim; Tussyadiah, Iis P.; Jago, Leo	Framing effective cause-related marketing message online	2019	8	.pdf	application/pdf	2106	108	42	First, this study is one of the first to examine the relationship between CRM advertising message framing and brand reputation in online charity advertising by hotels, suggesting an appropriate theoretical framing to understand this under-explored but important area. It relies on Regulatory Focus Theory (RFT) to explain how online CRM messages can be designed around two motivational orientations (Higgins et al., 1997): promotion- framed and prevention-framed messages (Baek & Reid, 2013).	cache/ertr-528.pdf	txt/ertr-528.txt