The impact of perceptual congruence on the effectiveness of cause-related marketing campaigns

Journal of Consumer Psychology

Volumn 25, Issue 1, 2015, Pages 78-88

  Kuo, Andrew ^a   Rice, Dan Hamilton ^a  

^a LOUISIANA STATE UNIVERSITY   (United States)

Author keywords

Cause related marketing; Corporate social responsibility; Firm cause fit; Perceptual congruence

Indexed keywords

EID: 84920186122     PISSN: 10577408     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jcps.2014.06.002     Document Type: Article

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