## 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 causeβrelated marketing
Sustainability: Consumer Perceptions and Marketing Strategies
β Scribed by Seonaidh McDonald; Caroline J. Oates
- Publisher
- John Wiley and Sons
- Year
- 2006
- Tongue
- English
- Weight
- 290 KB
- Volume
- 15
- Category
- Article
- ISSN
- 0964-4733
- DOI
- 10.1002/bse.524
No coin nor oath required. For personal study only.
π SIMILAR VOLUMES
Commercial sponsorship has grown significantly as a method of marketing communications; however, the practice of ambush marketing, whereby corporations, often direct competitors of official sponsors, seek low-cost association with major sporting events, is a related development, arguably to the detr
The number of bison raised in the United States is increasing. Potential markets need to be identified and promotional efforts enhanced to maintain prices and profitability in this growing industry. However, very little research regarding domestic bison marketing has been performed. This article rep
## A C T This research examines two constructs, consumers' trust and concern, in information management practices. The authors present empirical evidence from a national consumer survey that suggests improving trust and reducing concerns are two distinct approaches to managing consumer information
## Abstract Despite recent advances by economists such as Porter and those associated with the resourceβbased school, the economics of demand rarely features in discussions of business strategy. Porter and the resourceβbased school take the characteristics of demand as given, and place almost exclu