Cause marketing communications: Consumer inference on attitudes towards brand and cause

European Journal of Marketing

Volumn 48, Issue 7-8, 2014, Pages 1333-1353

  Samu, Sridhar ^a   Wymer, Walter ^b  

^a INDIAN SCHOOL OF BUSINESS   (India)

^b UNIVERSITY OF LETHBRIDGE   (Canada)

Author keywords

Advertising; Attribution; Cause marketing; Non profit organizations

Indexed keywords

EID: 84928155546     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/EJM-04-2012-0226     Document Type: Article

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