𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Consumer perceptions of cause related marketing campaigns

✍ Scribed by Moosmayer, Dirk C.; Fuljahn, Alexandre


Book ID
121382293
Publisher
Emerald Group Publishing Limited
Year
2010
Tongue
English
Weight
279 KB
Volume
27
Category
Article
ISSN
0736-3761

No coin nor oath required. For personal study only.


πŸ“œ SIMILAR VOLUMES


Consumer perceptions of compatibility in
✍ Carrie S. Trimble; Nora J. Rifon πŸ“‚ Article πŸ“… 2006 πŸ› John Wiley and Sons 🌐 English βš– 152 KB

## Abstract Consumers respond more positively to marketing efforts, like celebrity endorsements and sponsorships, when the image of the sponsoring company or brand is compatible with the celebrity or sponsored event. The authors explore the concept of compatibility within a cause‐related marketing