The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility

Journal of Business Research

Volumn 60, Issue 5, 2007, Pages 447-453

  Lafferty, Barbara A ^a  

^a UNIVERSITY OF SOUTH FLORIDA   (United States)

Author keywords

Brand familiarity; Cause brand alliances; Cause brand fit; Cause related marketing; Corporate credibility; Corporate reputation; Corporate social responsibility

Indexed keywords

EID: 33947724069     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2006.09.030     Document Type: Article

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