Can we find the right balance in cause‐related marketing? Analyzing the boundaries of balance theory in evaluating brand‐cause partnerships
| Year of publication: |
2019
|
|---|---|
| Authors: | Yun, Joseph T. ; Duff, Brittany R. L. ; Vargas, Patrick ; Himelboim, Itai ; Sundaram, Hari |
| Published in: |
Psychology & Marketing. - Wiley, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 36.2019, 11 (26.07.), p. 989-1002
|
| Publisher: |
Wiley |
| Type of publication: | Article |
|---|---|
| Language: | English |
| Other identifiers: | 10.1002/mar.21250 [DOI] |
| Source: | Other ZBW resources |
Persistent link: https://www.econbiz.de/10012084006