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Cause-related marketing 2.0 : connection, collaboration and commitment
Andersen, Sophie Esmann; Johansen, Trine Susanne - In: Journal of marketing communications 22 (2016) 5, pp. 524-543
Persistent link: https://www.econbiz.de/10011613203
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Functional matching effect in CRM : moderating roles of perceived message quality and skepticism
Manuel, Eleonora; Youn, Seounmi; Yoon, Doyle - In: Journal of marketing communications 20 (2014) 6, pp. 397-418
Persistent link: https://www.econbiz.de/10010436761
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Testing the influence of message framing, donation magnitude, and product category in a cause-related marketing context
Kureshi, Sonal; Thomas, Sujo - In: Journal of marketing communications 26 (2020) 3, pp. 268-289
Persistent link: https://www.econbiz.de/10012203476
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The efficacy of cause-related marketing within a social network : the effects of congruency, corporate credibility, familiarity of cause brands, and perceived altruistic motive
Kim, Jihye; Lee, Jaejin; Kim, Soojin - In: Journal of marketing communications 23 (2017) 5, pp. 429-455
Persistent link: https://www.econbiz.de/10011849978
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Cause-related marketing influence on consumer responses : the moderating effect of cause-brand fit
Bigné Alcañiz, J. Enrique; Currás-Pérez, Rafael; … - In: Journal of marketing communications 18 (2012) 4, pp. 265-283
Persistent link: https://www.econbiz.de/10009627463
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Antecedents and consequences of consumer skepticism toward cause-related marketing : gender as moderator and attitude as mediator
Amawate, Vibhas; Deb, Madhurima - In: Journal of marketing communications 27 (2021) 1, pp. 31-52
Persistent link: https://www.econbiz.de/10012424756
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Building brand equity with cause-related marketing : a comparison with sponsorship and sales promotion
Westberg, Kate; Pope, Nigel - In: Journal of marketing communications 20 (2014) 6, pp. 419-437
Persistent link: https://www.econbiz.de/10010436757
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Marketing communications in the classroom : the parents' view
Doster, Leigh; Tyrrell, Julia M. - In: Journal of marketing communications 17 (2011) 1, pp. 1-15
Persistent link: https://www.econbiz.de/10008907782
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Interdependent self-construal in collectivest cultures : effects on compliance in a couse-related marketing context
Vaidyanathan, Rajiv; Aggarwal, Praveen; Kozłowski, Wojciech - In: Journal of marketing communications 19 (2013) 1, pp. 44-57
Persistent link: https://www.econbiz.de/10009700189
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Testing the Selectivity Hypothesis in cause-related marketing among Generation Y : [when] does gender matter for short- and long-term persuasion?
Vilela, Alexandra M.; Nelson, Michelle R. - In: Journal of marketing communications 22 (2016) 1, pp. 18-35
Persistent link: https://www.econbiz.de/10011536055