The Role of Logo Recoloring on Perceptual Fluency in Cause-Related Marketing Campaigns
Author:
Affiliation:
1. Crummer Graduate School of Business, Winter Park, FL, USA
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10496491.2019.1612492
Reference45 articles.
1. Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image
2. Brand name and consumer inference making in multigenerational product introduction context
3. Consumer response to retailer use of cause-related marketing: Is more fit better?
4. Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit
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