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Marketing strategy: discerning the relative influence of product and firm characteristics

✍ Scribed by Rajan Varadarajan

Book ID: 107687852
Publisher: Springer-Verlag
Year: 2011
Tongue: English
Weight: 269 KB
Volume: 1
Category: Article
ISSN: 1869-814X
DOI: 10.1007/s13162-011-0003-4

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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

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