The effects of brand‐cause fit and campaign duration on consumer perception of cause‐related marketing in Japan
Year of publication: |
2012
|
---|---|
Authors: | Chéron, Emmanuel ; Kohlbacher, Florian ; Kusuma, Kaoru |
Published in: |
Journal of Consumer Marketing. - Emerald Group Publishing Limited, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 29.2012, 5, p. 357-368
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Cause‐related marketing | Brand‐cause fit | Experimentation | Japan | Consumer behaviour | Brand image | Perception |
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