Does Cause-Related Marketing (CRM) really work in the case of stigmatized products? : a conceptual framework and implications for CRM campaigns
Year of publication: |
2016
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Authors: | Lee, Eun Mi |
Published in: |
Global business and finance review. - Seoul : People & Global Business Association, ISSN 2384-1648, ZDB-ID 2839730-7. - Vol. 21.2016, 1, p. 73-87
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Subject: | Attitude toward the industry | Congruency | Altruistic motives | Cause-related marketing | Stigmatized products | Beziehungsmarketing | Relationship marketing | Cause-Related Marketing | Altruismus | Altruism | Marketingmanagement | Marketing management |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.17549/gbfr.2016.21.1.73 [DOI] hdl:10419/224345 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
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