Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing
Author:
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
http://www.tandfonline.com/doi/pdf/10.1080/10256018808623883
Reference43 articles.
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3. Pracejus, John W., and Norman R. Brown (2003), "On the Prevalence and Impact of Vague Quantifiers in the Advertising of Cause-Related Marketing (CRM)," Journal of Advertising, 32 (4), 19-28.
4. Rifon, Nora J. Sejung Marina Choi, Carrie S. Trimble, and Hairong Li (2004), "Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive," Journal of Advertising, 33 (1), 29-42.
5. Roper Starch Worldwide (RSW) (1993), Cause Related Marketing: A Survey of American Customers' Attitude, New York: RSW.
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