Does cause congruence affect how different corporate associations influence consumer responses to cause-related marketing?
Year of publication: |
2014
|
---|---|
Authors: | Chen, Rong ; Su, Song ; He, Feng |
Published in: |
Australian Journal of Management. - Australian School of Business. - Vol. 39.2014, 2, p. 191-206
|
Publisher: |
Australian School of Business |
Subject: | Cause congruence | cause-related marketing | corporate ability association | corporate social responsibility association |
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