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Selecting the right cause partners for the right reasons : the role of importance and fit in cause-brand alliances
Lafferty, Barbara A. - In: Psychology & marketing 26 (2009) 4, pp. 359-382
Persistent link: https://www.econbiz.de/10003835536
Cover Image
Selecting the right cause partners for the right reasons: The role of importance and fit in cause-brand alliances
Lafferty, Barbara A. - In: Psychology & marketing 26 (2009) 4, pp. 359-382
Persistent link: https://www.econbiz.de/10008227508
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The impact of the alliance on the partners: A look at cause-brand alliances
Lafferty, Barbara A.; Goldsmith, Ronald E.; Hult, G.Tomas M. - In: Psychology & marketing 21 (2004) 7, pp. 509-532
Persistent link: https://www.econbiz.de/10006963916