Does the global vs. local scope matter? : contingencies of cause-related marketing in a developed market
Shuqin Wei, Tyson Ang, Ru-Shiun Liou
| Year of publication: |
2020
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|---|---|
| Authors: | Wei, Shuqin ; Ang, Tyson ; Liou, Ru-Shiun |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 108.2020, p. 201-212
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| Subject: | Cause-related marketing | Cultural orientation | MNC origin | Perceived consumer effectiveness | Proximity of cause | Cause-Related Marketing | Konsumentenverhalten | Consumer behaviour | Multinationales Unternehmen | Transnational corporation | Marketingmanagement | Marketing management | Corporate Social Responsibility | Corporate social responsibility | Welt | World |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.11.018 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012175301