How permeable to cause-related marketing are millennials?
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DOI: 10.1007/s12208-021-00276-5
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- Mendini, Monica & Peter, Paula C. & Gibbert, Michael, 2018. "The dual-process model of similarity in cause-related marketing: How taxonomic versus thematic partnerships reduce skepticism and increase purchase willingness," Journal of Business Research, Elsevier, vol. 91(C), pages 195-204.
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Cited by:
- BARTOSOVA Simona & POLIACIKOVA Eva & MUSOVA Zdenka, 2022. "Consumers´ Perception of Responsible Companies and Using of Cause-Related Marketing in their CSR Practice," European Journal of Interdisciplinary Studies, Bucharest Economic Academy, issue 02, June.
- R. V. ShabbirHusain, 2022. "Green offering: more the centrality, greater the scepticism," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 819-834, December.
- Tejaswi Patil & Zillur Rahman, 2023. "Mapping the Cause-Related Marketing (CRM) field: document co-citation and bibliographic coupling approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 491-520, June.
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Keywords
Cause-related marketing; Purchase intention; Brand differentiation; Brand–cause fit; Consumer-cause identification; Donation frame; Mechanism of CrM campaigns;All these keywords.
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