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

Psychology and Marketing

Volumn 26, Issue 4, 2009, Pages 359-382

  Lafferty, Barbara A ^a  

^a UNIVERSITY OF SOUTH FLORIDA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 68049107300     PISSN: 07426046     EISSN: 15206793     Source Type: Journal    
DOI: 10.1002/mar.20277     Document Type: Article

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