Cause-related marketing influence on consumer responses: The moderating effect of cause-brand fit

  1. Bigné-Alcañiz, E.
  2. Currás-Pérez, R.
  3. Ruiz-Mafé, C.
  4. Sanz-Blas, S.
Journal:
Journal of Marketing Communications

ISSN: 1352-7266,  1466-4445

Year of publication: 2012

Volume: 18

Issue: 4

Pages: 265-283

Type: Article

DOI: 10.1080/13527266.2010.521358 GOOGLE SCHOLAR
Data source: Scopus