A note on the role of cause type in cause-related marketing
Year of publication: |
2014
|
---|---|
Authors: | Lafferty, Barbara A. ; Edmondson, Diane R. |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 67.2014, 7, p. 1455-1460
|
Publisher: |
Elsevier |
Subject: | Cause-related marketing | Cause–brand alliance | Cause category | Attitudes | Purchase intent | Brand familiarity | Cause importance |
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