Creating successful cause-brand alliances : the role of cause involvement, perceived brand motivations and cause-brand alliance attitude
Beth Myers; Wi-Suk Kwon; Sandra Forsythe
| Year of publication: |
2013
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|---|---|
| Authors: | Myers, Beth ; Kwon, Wi-suk ; Forsythe, Sandra |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 20.2012/13, 3, p. 205-217
|
| Subject: | Corporate Social Responsibility | Corporate social responsibility | Nachhaltige Entwicklung | Sustainable development | Konsumgüterindustrie | Consumer goods industry | Nonprofit-Organisation | Nonprofit organization | Marketingkooperation | Marketing cooperation | Konsumentenverhalten | Consumer behaviour |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009703667