The impact of perceptual congruence on the effectiveness of cause-related marketing campaigns
Andrew Kuo; Dan Hamilton Rice
| Year of publication: |
2015
|
|---|---|
| Authors: | Kuo, Andrew ; Hamilton Rice, Dan |
| Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 25.2015, 1, p. 78-88
|
| Subject: | Cause-related marketing | Firm-cause fit | Perceptual congruence | Corporate social responsibility | Corporate Social Responsibility | Cause-Related Marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Marketingmanagement | Marketing management |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010485549