Choice of cause in cause-related marketing
Year of publication: |
2012
|
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Authors: | Robinson, Stefanie Rosen ; Irmak, Caglar ; Jayachandran, Satish |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 76.2012, 4, p. 126-139
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Subject: | cause-related marketing | corporate social responsibility | consumer choice | perceived personal role | nonprofit | Konsumentenverhalten | Consumer behaviour | Corporate Social Responsibility | Corporate social responsibility | Cause-Related Marketing | Cause-related marketing | Nonprofit-Marketing | Nonprofit marketing |
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