How product-cause fit and donation quantifier interact in cause-related marketing (CRM) settings : evidence of the cue congruency effect
Neel Das, Abhijit Guha, Abhijit Biswas, Balaji Krishnan
| Year of publication: |
June 2016
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|---|---|
| Authors: | Das, Neel ; Guha, Abhijit ; Biswas, Abhijit ; Krishnan, Balaji |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 27.2016, 2, p. 295-308
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| Subject: | Cause-related marketing | CRM | Donation quantifier | Product-cause fit | Cue congruency | Impulse purchases | Konsumentenverhalten | Consumer behaviour | Cause-Related Marketing | Beziehungsmarketing | Relationship marketing | Fundraising | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-014-9338-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011486537