Role of celebrity in cause related marketing
Year of publication: |
September 2017
|
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Authors: | Thamaraiselvan, N. ; Arasu Balasubramaniam, Senthil ; Inbaraj, J. Daniel |
Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 14.2017, 3, p. 341-357
|
Subject: | Cause-related marketing | Celebrity credibility | Brand credibility | Purchase Intention | Celebrity-cause fit | Celebrity brand fit | Celebrity-Werbung | Celebrity endorsement | Cause-Related Marketing | Glaubwürdigkeit | Credibility | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management |
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