Chéron, Emmanuel; Kohlbacher, Florian; Kusuma, Kaoru - In: Journal of Consumer Marketing 29 (2012) 5, pp. 357-368
Purpose – This study's first objective is to experimentally examine the effect of brand‐cause fit and campaign duration on company and brand image, commercial objectives and buying intention as perceived by Japanese consumers. Second, the study aims to evaluate the moderating role of gender...