Testing the Selectivity Hypothesis in cause-related marketing among Generation Y: [When] Does gender matter for short- and long-term persuasion?
Author:
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
http://www.tandfonline.com/doi/pdf/10.1080/13527266.2013.841272
Reference71 articles.
1. Adkins, S. 1999. Cause Related Marketing: Who Cares Wins. Oxford: Butterworth-Heinemann.
2. Gender as a Variable in Interpretation of Alcohol-Related Messages
3. The Effect of Gender on Cognitive Structuring: Who are More Biased, Men or Women?
4. Gender schema theory: A cognitive account of sex typing.
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