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The multiple roles of fit between brand alliance partners in alliance attitude formation

✍ Scribed by Samuelsen, Bendik Meling; Olsen, Lars Erling; Keller, Kevin Lane

Book ID
125365527
Publisher
Springer US
Year
2014
Tongue
English
Weight
225 KB
Volume
26
Category
Article
ISSN
0923-0645

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Selecting the right cause partners for the right reasons: The role of importance and fit in cause-brand alliances
✍ 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