The role of brand/cause fit in the effectiveness of cause-related marketing campaigns
| Year of publication: |
2004
|
|---|---|
| Authors: | Pracejus, John W. ; Olsen, G. Douglas |
| Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 57.2004, 6, p. 635-640
|
| Publisher: |
Elsevier |