When partners divorce: understanding consumers’ reactions to partnership termination in cause-related marketing programs

Autor:	Sergio W. Carvalho, Hamed Aghakhani, Peggy Cunningham
Rok vydání:	2019
Předmět:	Marketing Persuasion Global marketing Communication media_common.quotation_subject General partnership ComputerApplications_COMPUTERSINOTHERSYSTEMS Advertising Business media_common
Zdroj:	International Journal of Advertising. 39:548-570
ISSN:	1759-3948 0265-0487
Popis:	Cause-related marketing (CRM) is a pervasive, global marketing tactic used to aid consumer persuasion. While considerable academic research has been directed to understanding this practice and its ...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::4ac1f0172fd18159c1e187238b8ba042 https://doi.org/10.1080/02650487.2019.1648139 Zobrazit plný text záznamu