The efficacy of cause-related marketing within a social network : the effects of congruency, corporate credibility, familiarity of cause brands, and perceived altruistic motive
Jihye Kim, Jaejin Lee and Soojin Kim
| Year of publication: |
October 2017
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|---|---|
| Authors: | Kim, Jihye ; Lee, Jaejin ; Kim, Soojin |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 23.2017, 5, p. 429-455
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| Subject: | Cause-related marketing | congruency | corporate credibility | familiarity of cause brands | altruistic motive | Cause-Related Marketing | Markenführung | Brand management | Altruismus | Altruism | Konsumentenverhalten | Consumer behaviour | Soziales Netzwerk | Social network | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2016.1223155 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011849978