How permeable to cause-related marketing are millennials?
Susana Costa e Silva, Paulo Duarte, Ana Filipa Lopes Marinho, Božidar Vlačić
| Year of publication: |
2021
|
|---|---|
| Authors: | Silva, Susana C. ; Duarte, Paulo ; Marinho, Ana Filipa Lopes ; Vlačić, Božidar |
| Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 18.2021, 3, p. 335-360
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| Subject: | Cause-related marketing | Purchase intention | Brand differentiation | Brand-cause fit | Consumer-cause identification | Donation frame | Mechanism of CrM campaigns | Cause-Related Marketing | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Fundraising | Marketingmanagement | Marketing management | Markenimage | Brand image | Nonprofit-Marketing | Nonprofit marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s12208-021-00276-5 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012617321