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Building brand equity with cause-related marketing : a comparison with sponsorship and sales promotion
Westberg, Kate; Pope, Nigel - In: Journal of marketing communications 20 (2014) 6, pp. 419-437
Persistent link: https://www.econbiz.de/10010436757
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Promoting brands across categories with a social cause : implementing effective embedded premium programs
Henderson, Ty; Arora, Neeraj - In: Journal of marketing 74 (2010) 6, pp. 41-60
Persistent link: https://www.econbiz.de/10008702762
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Doing well while doing good : linking a social cause to product promotions; why it works and how to make it more effective
Henderson, Ty; Arora, Neeraj - In: GfK marketing intelligence review : Marketingforschung … 2 (2010) 1, pp. 8-15
Persistent link: https://www.econbiz.de/10003982231
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Nonprofit collaboration with luxury brands : positive and negative effects for cause-related marketing
Boenigk, Silke; Schuchardt, Viktoria - In: Nonprofit and voluntary sector quarterly 44 (2015) 4, pp. 708-733
Persistent link: https://www.econbiz.de/10011337171
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Cause-related marketing and strategic agility : an integrated framework for gaining the competitive advantage
Christofi, Michael; Kaufmann, Hans Rüdiger; Vrontis, … - In: World review of entrepreneurship, management and … 9 (2013) 4, pp. 518-542
Persistent link: https://www.econbiz.de/10010230100
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Cause-related marketing of luxury brands : nudging materialists to act prosocially
Kim, Sukhyun; Park, Kiwan; Shrum, L. J. - In: Psychology & marketing 39 (2022) 6, pp. 1204-1217
Persistent link: https://www.econbiz.de/10013280077
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Does an expanded brand user base of co-branded advertising help ad-memorability?
Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379
Persistent link: https://www.econbiz.de/10011919262
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The role of logo recoloring on perceptual fluency in cause-related marketing campaigns
Harmon-Kizer, Tracy - In: Journal of promotion management : innovations in … 25 (2019) 7, pp. 959-982
Persistent link: https://www.econbiz.de/10012179085
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Consumer perceptions of B corporations, purpose-driven brands and cause-related marketing campaigns : knowledge, acceptance and appreciation at the time of purchase
Bianchi, Enrique Carlos; Daponte, Gaspar Gracia; … - In: Journal of business 12 (2020) 1, pp. 3-21
Persistent link: https://www.econbiz.de/10012488396
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Can personalised prosocial ads be harnessed for brand equity enhancement?
Heidari, Setareh; Nasiri, Sepideh; Rahmani, Donya; … - In: International journal of internet marketing and … 19 (2023) 3/4, pp. 305-327
Persistent link: https://www.econbiz.de/10014442616