𝔖 Bobbio Scriptorium
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Marketing influence on product introductions

✍ Scribed by Anders Bjelle


Book ID
115681353
Publisher
Elsevier Science
Year
1986
Tongue
English
Weight
139 KB
Volume
80
Category
Article
ISSN
1555-7162

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The influence of cause marketing associa
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## 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