A close look at research on pursuing the right formula for cause-related marketing advertising
Chun-Tuan Chang, Zhao-Hong Cheng, Yu-Kang Lee and Chia-Han Chang
| Year of publication: |
2023
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|---|---|
| Authors: | Chang, Chun-Tuan ; Cheng, Zhao-Hong ; Lee, Yu-Kang ; Chang, Chia-Han |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 42.2023, 1, p. 96-108
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| Subject: | cause | Cause-related marketing (CRM) | company | CRM activities | emotional appeal | execution style | Beziehungsmarketing | Relationship marketing | Cause-Related Marketing | Cause-related marketing | Werbung | Advertising | Werbewirkung | Advertising effects | Emotion | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2022.2145545 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014233925