The detrimental effect of cause-related marketing parodies
Year of publication: |
August (II) 2018
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Authors: | Sabri, Ouidade |
Published in: |
Journal of business ethics : JOBE. - Dordrecht : Springer, ISSN 0167-4544, ZDB-ID 868017-6. - Vol. 151.2018, 2, p. 517-537
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Subject: | Backfire effect | Cause-related marketing | Cause-related marketing critics | Communication effects | Parody | Cause-Related Marketing | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
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