Cause-related marketing influence on consumer responses : the moderating effect of cause-brand fit
Year of publication: |
2012
|
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Authors: | Bigné Alcañiz, J. Enrique ; Currás-Pérez, Rafael ; Ruiz Mafe, Carla ; Sanz Blas, Silvia |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 18.2012, 4, p. 265-283
|
Subject: | Cause-Related Marketing | Cause-related marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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