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Cause congruence
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cause-related marketing
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corporate ability association
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Does cause congruence affect how different corporate associations influence consumer responses to cause-related marketing?
Chen, Rong
;
Su, Song
;
He, Feng
- In:
Australian Journal of Management
39
(
2014
)
2
,
pp. 191-206
the company. Our experimental study, based on 660 participants, reveals that both
corporate
ability
association
and …
Persistent link: https://www.econbiz.de/10011135832
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