Cause-related marketing influence on consumer responses: The moderating effect of cause-brand fit

Journal of Marketing Communications

Volumn 18, Issue 4, 2012, Pages 265-283

  Bigné Alcañiz, Enrique ^a   Currás Pérez, Rafael ^a   Ruiz Mafé, Carla ^a   Sanz Blas, Silvia ^a  

^a UNIVERSITY OF VALENCIA   (Spain)

Author keywords

brand attitude; cause brand fit; cause related marketing; corporate ability associations; corporate social responsibility associations; purchase intent

Indexed keywords

EID: 84864452896     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527266.2010.521358     Document Type: Article

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