Cause-related marketing in online environment : the role of brand-cause fit, perceived value, and trust
Year of publication: |
2020
|
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Authors: | Silva, Susana C. ; Duarte, Paulo ; Machado, Joana César ; Martins, Carla |
Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 17.2020, 2, p. 135-157
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Subject: | Online cause-related marketing | Brand-cause fit | Consumer–cause identification | Consumer trust | Perceived value | Online purchase intention | Consumer behavior | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Cause-Related Marketing | Cause-related marketing | Online-Handel | Online retailing | Electronic Commerce | E-commerce | Datenschutz | Data protection | Beziehungsmarketing | Relationship marketing |
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