Cause-related marketing : does the cause make a difference in consumers' attitudes and purchase intentions toward the product? : A working paper

von Lafferty, Barbara A.
Veröffentlicht 1996

The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility

von Lafferty, Barbara A.
Veröffentlicht in Journal of business research (2007)

Selecting the right cause partners for the right reasons : the role of importance and fit in cause-brand alliances

von Lafferty, Barbara A.
Veröffentlicht in Psychology & marketing (2009)

How innovativeness influences Internet shopping

von Goldsmith, Ronald E.
Veröffentlicht in Krishnamurthy, Sandeep, - 1967- Contemporary research in e-marketing ; 1 (2005)

A general brand allliance model

von Goldsmith, Ronald E.
Veröffentlicht in Psychology of branding (2013)

Portraying the cause instead of the brand in cause-related marketing ads : does it really matter?

von Lafferty, Barbara A.
Veröffentlicht in Journal of marketing theory and practice (2009)

A note on the role of cause type in cause-related marketing

von Lafferty, Barbara A.
Veröffentlicht in Journal of business research (2014)

A synthesis of contemporary market orientation perspectives

von Lafferty, Barbara A.
Veröffentlicht in Marketing strategy ; Vol. 1: Marketing strategy's conceptual foundations (2009)

Fortuitous brand image transfer : investigating the side effect of concurrent sponsorships

von Carrillat, François A.
Veröffentlicht in Journal of advertising (2010)