The effect of strategic and tactical cause‐related marketing on consumers' brand loyalty-Reference-Cited by-同舟云学术

The effect of strategic and tactical cause‐related marketing on consumers' brand loyalty

Published:2006-01 Issue:1 Volume:23 Page:15-25
ISSN:0736-3761
Container-title:Journal of Consumer Marketing
language:en
Short-container-title:Journal of Consumer Marketing

Author:

van den Brink Douwe,Odekerken‐Schröder Gaby,Pauwels Pieter

Publisher

Emerald

Subject

Marketing,Business and International Management

Reference39 articles.

1. Consumers' true brand loyalty: the central role of commitment

2. Antil, J.H. (1984), “Conceptualization and operationalization of involvement”, Advances in Consumer Research, Vol. 11 No. 1, pp. 203‐9.

3. Barnes, N.G. (1992), “Determinants of consumer participation in cause‐related marketing campaigns”, American Business Review, Vol. 10 No. 2, pp. 21‐4.

4. The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?

5. Consumer Perceptions of Tensile Price Claims in Advertisements: An Assessment of Claim Types Across Different Discount Levels

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