When cause familiarity leads to positive attitudes toward brands in a cause-brand alliance : a cross-cultural study during the COVID-19 pandemic
Saeedeh Rezaee Vessal, Judith Partouche, Insaf Khelladi, Sylvaine Castellano and Mehmet Orhan and Rossella Sorio
| Year of publication: |
2023
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|---|---|
| Authors: | Vessal, Saeedeh Rezaee ; Partouche, Judith ; Khelladi, Insaf ; Castellano, Sylvaine ; Orhan, Mehmet A. ; Sorio, Rossella |
| Published in: |
International marketing review. - Bingley : Emerald, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 40.2023, 5, p. 1245-1262
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| Subject: | Attitude toward a brand | Attitude toward fit in a cause–brand alliance | Cause familiarity | Cause-brand alliances | COVID-19 | Perceived betrayal | Coronavirus | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Strategische Allianz | Strategic alliance | Meinung | Opinion | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IMR-12-2021-0385 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014470118