The effect of fit and dominance in cause marketing communications
Year of publication: |
2009
|
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Authors: | Samu, Sridhar ; Wymer, Walter |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 62.2009, 4, p. 432-440
|
Subject: | Cause-Related Marketing | Cause-related marketing | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour |
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