Goodwill hunting? Influences of product-cause fit, product type, and donation level in cause-related marketing

Marketing Intelligence and Planning

Volumn 30, Issue 6, 2012, Pages 634-652

  Chang, Chun Tuan ^a   Liu, Hsiu Wen ^b  

^a NATIONAL SUN YAT SEN UNIVERSITY   (Taiwan)

^b SOOCHOW UNIVERSITY   (Taiwan)

Author keywords

Cause marketing; Cause related marketing; Consumer behaviour; Donation level; Product attributes; Product type; Product cause fit; Type of fit

Indexed keywords

EID: 84865799836     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634501211262609     Document Type: Article

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