How brand-cause fit shapes real world advertising messages: a qualitative exploration of ‘femvertising’
Author:
Affiliation:
1. Mayborn School of Journalism, The University of North Texas, Denton, TX, USA;
2. Roy H. Park School of Communications, Ithaca College, Ithaca, NY, USA;
3. College of Journalism and Communications, The University of Florida, Gainesville, FL, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2019.1615294
Reference44 articles.
1. Dimensions of Brand Personality
2. Consumer Evaluations of Brand Extensions
3. Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects
4. Consumer response to retailer use of cause-related marketing: Is more fit better?
5. The impact of perceived corporate social responsibility on consumer behavior
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