Factors impacting responses to cause-related marketing in India and the United States : novelty, altruistic motives, and company origin
Year of publication: |
2013
|
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Authors: | La Ferle, Carrie ; Kuber, Gayatri ; Edwards, Steven M. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 66.2013, 3, p. 364-373
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Subject: | Cause-Related Marketing | Cause-related marketing | Konsumentenverhalten | Consumer behaviour | Interkulturelles Marketing | Cross-cultural marketing | Indien | India | USA | United States |
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