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subject:"Werbewirkung"
~person:"Edmondson, Diane R."
~person:"Huertas-García, Rubén"
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Werbewirkung
Cause-related marketing
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Cause-Related Marketing
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Edmondson, Diane R.
Huertas-García, Rubén
Bae, Mikyeung
4
Chang, Chun-Tuan
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Journal of marketing theory and practice
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The journal of product & brand management
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Co-branding strategy in cause-related advertising : the fit between brand and cause
Huertas-García, Rubén
;
Lengler, Jorge
; …
- In:
The journal of product & brand management
26
(
2017
)
2
,
pp. 135-150
Persistent link: https://www.econbiz.de/10011700738
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2
Portraying the cause instead of the brand in cause-related marketing ads : does it really matter?
Lafferty, Barbara A.
;
Edmondson, Diane R.
- In:
Journal of marketing theory and practice
17
(
2009
)
2
,
pp. 129-141
Persistent link: https://www.econbiz.de/10003827792
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