The impact of celebrity endorsement in cause related marketing campaigns on audiences' behavioral intentions : Egypt case
Year of publication: |
2019
|
---|---|
Authors: | Tantawi, Passent ; Sadek, Heba |
Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 16.2019, 2/4, p. 293-311
|
Subject: | Celebrity endorsement | Cause- related marketing (CrM) campaigns | Social causes | Non-profit firms | Behavioral intentions | Egypt | Ägypten | Celebrity-Werbung | Werbewirkung | Advertising effects | Cause-Related Marketing | Cause-related marketing |
Description of contents: | Description [doi.org] |
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