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

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:Journal of marketing theory and practice
1. Verfasser: Lafferty, Barbara A. (VerfasserIn)
Weitere Verfasser: Edmondson, Diane R. (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: 2009
Schlagworte:
Werbeplanung > Markenartikel > Cause-Related Marketing > Strategische Allianz > Werbewirkung > Aufsatz in Zeitschrift
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