The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing

Journal of Marketing Management

Volumn 27, Issue 1-2, 2010, Pages 100-123

  Hyllegard, Karen H ^a   Yan, Ruoh Nan ^a   Ogle, Jennifer Paff ^a   Attmann, Julianne ^b  

^a Veterinary Dentistry and Oral Surgery   (United States)

^b The Art Institute of Colorado   (United States)

Author keywords

Cause related marketing; Charitable support; Gen Y; Purchase intention; Sexual message appeal

Indexed keywords

EID: 79551544594     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1080/02672571003683755     Document Type: Article

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