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Explaining Alliance Partner Selection: Fit, Trust and Strategic Expediency

✍ Scribed by Paul E. Bierly III; Scott Gallagher


Book ID
116725201
Publisher
Elsevier Science
Year
2007
Tongue
English
Weight
197 KB
Volume
40
Category
Article
ISSN
0024-6301

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Selecting the right cause partners for t
✍ Barbara A. Lafferty πŸ“‚ Article πŸ“… 2009 πŸ› John Wiley and Sons 🌐 English βš– 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