The give and take of cause-related marketing : purchasing cause-related products licenses consumer indulgence
Year of publication: |
2020
|
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Authors: | Chang, Chun-Tuan ; Chu, Xing-Yu |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 48.2020, 2, p. 203-221
|
Subject: | Cause-related marketing | Self-indulgence | Purchase with a cause | Product type | Warm glow | Misattribution effect | Konsumentenverhalten | Consumer behaviour | Cause-Related Marketing | Marketingmanagement | Marketing management |
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