The importance of fit: a predictive model of cause marketing effects
| Autor: | Mark Hamilton, Michelle M. Rego |
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| Rok vydání: | 2021 |
| Předmět: | |
| Zdroj: | Journal of Marketing Theory and Practice. 30:172-190 |
| ISSN: | 1944-7175 1069-6679 |
| DOI: | 10.1080/10696679.2021.1901594 |
| Popis: | A predictive model was developed to help brands improve cause-related marketing campaigns by identifying the most impactful relationships among important campaign variables. The largest effect in t... |
| Databáze: | OpenAIRE |
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