Cause-brand alliances: does the cause help the brand or does the brand help the cause?
Year of publication: |
2005
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Authors: | Lafferty, Barbara A. ; Goldsmith, Ronald E. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 1897731. - Vol. 58.2005, 4, p. 423-429
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