The company-cause-customer fit decision in cause-related marketing

Journal of Consumer Marketing

Volumn 23, Issue 6, 2006, Pages 314-326

  Gupta, Shruti ^a   Pirsch, Julie ^b  

^a PENNSYLVANIA STATE UNIVERSITY   (United States)

^b VILLANOVA UNIVERSITY   (United States)

Author keywords

Cause marketing; Customers

Indexed keywords

EID: 33749394959     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760610701850     Document Type: Article

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