The effects of brand-cause fit and campaign duration on consumer perception of cause-related marketing in Japan

Journal of Consumer Marketing

Volumn 29, Issue 5, 2012, Pages 357-368

  Chéron, Emmanuel ^a   Kohlbacher, Florian ^b   Kusuma, Kaoru ^c  

^a SOPHIA UNIVERSITY   (Japan)

^b German Institute for Japanese Studies   (Japan)

^c NOK Precision Component Singapore Pte Ltd   (Singapore)

Author keywords

Brand image; Brand cause fit; Cause related marketing; Consumer behaviour; Experimentation; Japan; Perception

Indexed keywords

EID: 84864491915     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363761211247479     Document Type: Article

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