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Selecting the right cause partners for the right reasons : the role of importance and fit in cause-brand alliances
Lafferty, Barbara A. - In: Psychology & marketing 26 (2009) 4, pp. 359-382
Persistent link: https://www.econbiz.de/10003835536
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The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility
Lafferty, Barbara A. - In: Journal of business research : JBR 60 (2007) 5, pp. 447-453
Persistent link: https://www.econbiz.de/10003451467
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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 : JBR 67 (2014) 7, pp. 1455-1460
Persistent link: https://www.econbiz.de/10010379306
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What unhappy customers want
Grainer, Marc; Noble, Charles H.; Bitner, Mary Jo; … - In: MIT sloan management review 55 (2013/14) 3, pp. 31-35
Persistent link: https://www.econbiz.de/10010354235