When partners divorce: understanding consumers’ reactions to partnership termination in cause-related marketing programs
Author:
Affiliation:
1. Rowe School of Business, Faculty of Management, Dalhousie University, Halifax, Canada;
2. Kenneth C. Rowe Management Building, Halifax, Canada
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2019.1648139
Reference61 articles.
1. The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior
2. When Does Money Priming Affect Helping Behavior?
3. Corporate social responsibility authenticity: Investigating its antecedents and outcomes
4. Effects of Skepticism on Consumer Response toward Cause-related Marketing in Malaysia
5. Overcoming skepticism toward cause-related marketing claims: the role of consumers’ attributions and a temporary state of skepticism
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