Linking products to a cause or affinity group: Does this really make them more attractive to consumers?

European Journal of Marketing

Volumn 42, Issue 1-2, 2008, Pages 135-153

  Mekonnen, Aster ^a   Harris, Fiona ^a   Laing, Angus ^b  

^a OPEN UNIVERSITY BUSINESS SCHOOL   (United Kingdom)

^b UNIVERSITY OF GLASGOW   (United Kingdom)

Author keywords

Cause marketing; Consumer behaviour; Credit cards; Financial services; Promotional methods; Relationship marketing

Indexed keywords

EID: 38949207937     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560810840943     Document Type: Article

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