How Intensity of cause-related marketing guilt appeals influences consumers : the roles of company motive and consumer identification with the brand
Year of publication: |
2020
|
---|---|
Authors: | Singh, Jaywant ; Crisafulli, Benedetta ; Quamina, La Toya |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 60.2020, 2, p. 148-162
|
Subject: | Marketing | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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