Cause marketing, as practiced in western countries is one where corporates form alliances with charities for mutual benefit, mostly in terms of enhanced product sales, improved brand image, motivated employees for the corporates and fundraising and cause promotion for the non-profit/charities....

The paper begins with an examination of how the degree of personal involvement in a purchase decision affects the information needed to reduce cognitive dissonance associated with that purchase. The authors argue that, highly involved individuals, because of their high involvement in purchase...

With the increasing adoption of paid placement in search engines as an advertising strategy, firms are concentrating in using the most effective keywords. The present study attempts of explore the variations in keyword effectiveness across different keyword categories. The click through rates...