The effectiveness of advertising that leverages sponsorship and cause-related marketing : a contingency model
Chingching Chang
| Year of publication: |
2012
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|---|---|
| Authors: | Chang, Chingching |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 31.2012, 2, p. 317-338
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| Subject: | Werbung | Advertising | Sponsoring | Sponsorship | Cause-Related Marketing | Cause-related marketing | Werbewirkung | Advertising effects | Kontingenztheorie | Contingency theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009744451