"Are we all in this together?" : brand opportunism in COVID-19 cause related marketing and the moderating role of consumer skepticism
Year of publication: |
2021
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Authors: | Yang, Jing ; Mundel, Juan |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 27.2021, 6, p. 877-899
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Subject: | ad attitude | brand attitude | Brand opportunism | brand-social cause fit | consumer skepticism | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Coronavirus | Cause-Related Marketing | Cause-related marketing |
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