Portraying the cause instead of the brand in cause-related marketing ads : does it really matter?
Barbara A. Lafferty and Diane R. Edmondson
| Year of publication: |
2009
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|---|---|
| Authors: | Lafferty, Barbara A. ; Edmondson, Diane R. |
| Published in: |
Journal of marketing theory and practice. - Statesboro, GA : Assoc., ISSN 1069-6679, ZDB-ID 20346220. - Vol. 17.2009, 2, p. 129-141
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| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Language: | English |
| Source: |
Persistent link: https://www.econbiz.de/10009884920