Cause-related marketing persuasion research: an integrated framework and directions for further research
Author:
Affiliation:
1. College of Business, Zayed University, Dubai, United Arab Emirates
2. College of Business, University of Texas at San Antonio, San Antonio, TX, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2018.1452397
Reference108 articles.
1. Nature and Operation of Attitudes
2. Embedded Premium Promotion: Why It Works and How to Make It More Effective
3. A strategy to communicate corporate social responsibility: cause related marketing and its dark side
4. The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?
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