𝔖 Bobbio Scriptorium
✦   LIBER   ✦

A Refreshing Look at the U.S.-Japan Alliance

✍ Scribed by Review by: Takashi Inoguchi


Book ID
124956917
Publisher
John Wiley and Sons
Year
2002
Tongue
English
Weight
360 KB
Volume
4
Category
Article
ISSN
1521-9488

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## Abstract Partnering charitable causes with brands has become a common practice for many marketing programs; it is referred to strategically as cause‐related marketing. Although there is the perception that both partners benefit from the alliance, research has focused primarily on the benefits to