Creating successful cause–brand alliances: The role of cause involvement, perceived brand motivations and cause–brand alliance attitude-Reference-Cited by-同舟云学术

Creating successful cause–brand alliances: The role of cause involvement, perceived brand motivations and cause–brand alliance attitude

Published:2012-07-20 Issue:3 Volume:20 Page:205-217
ISSN:1350-231X
Container-title:Journal of Brand Management
language:en
Short-container-title:J Brand Manag

Author:

Myers Beth,Kwon Wi-Suk,Forsythe Sandra

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Strategy and Management

Link

http://link.springer.com/content/pdf/10.1057/bm.2012.34.pdf

Reference46 articles.

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3. Becker-Olsen, K.L., Cudmore, A. and Hill, R.P. (2006) The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research 59 (1): 46–53.

4. Bentler, P.M. (1990) Comparative fit indexes in structural models. Psychological Bulletin 107 (2): 238–246.

5. Berger, I.E., Cunningham, P.H. and Kozinets, R.V. (1999) Consumer persuasion through cause-related advertising. Advances in Consumer Research 26 (1): 491–497.

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