Cause-related marketing : an experimental study about how the product type and the perceived fit may influence the consumer response
Year of publication: |
November 2016
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Authors: | Melero, Iguácel ; Montaner, Teresa |
Published in: |
European journal of management and business economics : EJM&BE. - Bingley : Emerald Publishing Limited, ISSN 2444-8494, ZDB-ID 2856989-1. - Vol. 25.2016, 3, p. 161-167
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Subject: | Cause-related marketing | Consumer response | Perceived fit | Product type | Konsumentenverhalten | Consumer behaviour | Cause-Related Marketing | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1016/j.redeen.2016.07.001 [DOI] hdl:10419/190526 [Handle] |
Classification: | M31 - Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
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