๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Consumer perceptions of organizations that use cause-related marketing

โœ Scribed by John K. Ross; Larry T. Patterson; Mary Ann Stutts


Book ID
112833930
Publisher
Sage Publications
Year
1992
Tongue
English
Weight
486 KB
Volume
20
Category
Article
ISSN
0092-0703

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Consumer perceptions of compatibility in
โœ Carrie S. Trimble; Nora J. Rifon ๐Ÿ“‚ Article ๐Ÿ“… 2006 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 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 causeโ€related marketing