𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Cause–brand alliances: does the cause help the brand or does the brand help the cause?

✍ Scribed by Barbara A. Lafferty; Ronald E. Goldsmith

Book ID
116617651
Publisher
Elsevier Science
Year
2005
Tongue
English
Weight
200 KB
Volume
58
Category
Article
ISSN
0148-2963

No coin nor oath required. For personal study only.

📜 SIMILAR VOLUMES

The impact of the alliance on the partne
The impact of the alliance on the partners: A look at cause–brand alliances
✍ Barbara A. Lafferty; Ronald E. Goldsmith; G. Tomas M. Hult 📂 Article 📅 2004 🏛 John Wiley and Sons 🌐 English ⚖ 217 KB

## 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

Selecting the right cause partners for t
Selecting the right cause partners for the right reasons: The role of importance and fit in cause-brand alliances
✍ Barbara A. Lafferty 📂 Article 📅 2009 🏛 John Wiley and Sons 🌐 English ⚖ 188 KB

## Abstract Cause‐brand alliances (CBAs) are becoming a routine strategy to enhance the image of the brand and the cause and to encourage brand sales. This research conducted two studies to evaluate importance and fit as selection criteria for the cause partner. Study 1 evaluated the relative impor

The influence of cause marketing associa
The influence of cause marketing associations on product and cause brand value
✍ Walter Wymer; Sridhar Samu 📂 Article 📅 2009 🏛 John Wiley and Sons 🌐 English ⚖ 159 KB

## Abstract The purpose of the study presented in this paper is to add to our understanding of the added value, both monetary and non‐monetary, to a brand when supporting a cause in a cause marketing ad. The findings show that consumers do not perceive the brand to be worth more if it was shown to