Co-branding strategy in cause-related advertising : the fit between brand and cause
Year of publication: |
2017
|
---|---|
Authors: | Huertas-García, Rubén ; Lengler, Jorge ; Consolación-Segura, Carolina |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 26.2017, 2, p. 135-150
|
Subject: | Advertising | Purchase intention | Cause-related marketing | Co-branding | Fit between cause and brand | Markenführung | Brand management | Werbung | Cause-Related Marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenartikel | Brand | Marketingkooperation | Marketing cooperation |
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