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The role of brand/cause fit in the effectiveness of cause-related marketing campaigns

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  • Pracejus, John W.
  • Olsen, G. Douglas

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  • Pracejus, John W. & Olsen, G. Douglas, 2004. "The role of brand/cause fit in the effectiveness of cause-related marketing campaigns," Journal of Business Research, Elsevier, vol. 57(6), pages 635-640, June.
    • Handle: RePEc:eee:jbrese:v:57:y:2004:i:6:p:635-640
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    References listed on IDEAS

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    1. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
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