Cause marketing and customer profitability
Year of publication: |
March 2018
|
---|---|
Authors: | Ballings, Michel ; McCullough, Heath ; Bharadwaj, Neeraj |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 46.2018, 2, p. 234-251
|
Subject: | Brand equity | cause marketing | marketing strategy | multilevel modeling | propensity score matching | Marketingmanagement | Marketing management | Markenführung | Brand management | Markenimage | Brand image | Cause-Related Marketing | Cause-related marketing |
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