Keeping it real : examining the influence of co-branding authenticity in cause-related marketing
Jasmina Ilicic, Stacey M. Baxter, Alicia Kulczynski
| Year of publication: |
2019
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|---|---|
| Authors: | Ilicic, Jasmina ; Baxter, Stacey M. ; Kulczynski, Alicia |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 26.2019, 1, p. 49-59
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| Subject: | Celebrity responsibility | Co-branding | Authenticity | Cause-related marketing | Purchase | Cause-Related Marketing | Markenführung | Brand management | Glaubwürdigkeit | Credibility | Konsumentenverhalten | Consumer behaviour | Corporate Social Responsibility | Corporate social responsibility | Marketingkooperation | Marketing cooperation | Marketingmanagement | Marketing management | Celebrity-Werbung | Celebrity endorsement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-018-0109-1 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012060040