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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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Doing right leads to doing well : when the type of CSR and reputation interact to affect consumer evaluations of the firm
Lii, Yuan-shuh; Lee, Monle - In: Journal of business ethics : JOBE 105 (2012) 1, pp. 69-81
Persistent link: https://www.econbiz.de/10009516787
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A consumer perception study on CSR reputation shaping brand image in India
Chouthoy, Supriya; Kazi, Roshan; Dass, Rahul; Mishra, Mahima - In: International journal of management & enterprise … 22 (2023) 2, pp. 91-109
Persistent link: https://www.econbiz.de/10014316643
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Leveraged marketing communications : a framework for explaining the effects of secondary brand assoctions
Bergvist, Lars; Taylor, Charles Raymond - In: AMS review : official publication of the Academy of … 6 (2016) 3/4, pp. 157-175
Persistent link: https://www.econbiz.de/10011627993
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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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The role of sponsorship and public relations in brand equity creation : an exploratory of vietnamese consumers perception of soft drinks
Le Dang Lang; Le Tan Buu; Nguyen Van Hien - In: Journal of food products marketing : innovations in … 26 (2020) 6, pp. 385-400
Persistent link: https://www.econbiz.de/10012287136
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Effects of sponsorship quality and quantity on employee brand behavior
Batt, Verena; Holzer, Matthias; Bruhn, Manfred; … - In: The journal of brand management : an international journal 28 (2021) 5, pp. 495-509
Persistent link: https://www.econbiz.de/10012601205
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The company you keep : brand image transfer in concurrent event sponsorship
Boronczyk, Felix; Breuer, Christoph - In: Journal of business research : JBR 124 (2021), pp. 739-747
Persistent link: https://www.econbiz.de/10012494013
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When do established CPG product brands benefit from a corporate-brand endorsement? : the moderating role of consumer needs and brand familiarity
Strebinger, Andreas; Otter, Thomas - In: The journal of product & brand management 32 (2023) 3, pp. 500-516
Persistent link: https://www.econbiz.de/10014229069
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Temporal duration and attribution process of cause-related marketing : moderating roles of self-construal and product involvement
Youn, Seounmi; Kim, Hyuksoo - In: International journal of advertising : the quarterly … 37 (2018) 2, pp. 217-235
Persistent link: https://www.econbiz.de/10011859280