The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing
Year of publication: |
2011
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Authors: | Hyllegard, Karen ; Yan, Ruoh-Nan ; Ogle, Jennifer Paff ; Attmann, Julianne |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 6459717. - Vol. 27.2011, 1 (1.2.), p. 100-124
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