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A note on the role of cause type in cause-related marketing

Lafferty, Barbara A.; Edmondson, Diane R. - In: Journal of Business Research 67 (2014) 7, pp. 1455-1460

This note examines an unexplored area of cause-related marketing: the influence of the cause category on consumer perceptions. The experiment shows that the four cause categories which represent the domain of charitable causes can have a differential effect on attitudes and purchase intention....

Persistent link: https://www.econbiz.de/10010869744

Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad

Lafferty, Barbara A.; Goldsmith, Ronald E. - In: Journal of Business Research 44 (1999) 2, pp. 109-116

Persistent link: https://www.econbiz.de/10005465476

Cause-brand alliances: does the cause help the brand or does the brand help the cause?

Lafferty, Barbara A.; Goldsmith, Ronald E. - In: Journal of Business Research 58 (2005) 4, pp. 423-429

Persistent link: https://www.econbiz.de/10005466038

The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility

Lafferty, Barbara A. - In: Journal of Business Research 60 (2007) 5, pp. 447-453

Persistent link: https://www.econbiz.de/10005473543

Organizational structure of values

Crosby, Lawrence A.; Bitner, Mary Jo; Gill, James D. - In: Journal of Business Research 20 (1990) 2, pp. 123-134

Persistent link: https://www.econbiz.de/10005474070