Cause-Related Marketing in the Telecom Sector: Understanding the Dynamics among Environmental Values, Cause-Brand Fit, and Product Type

Cause-Related Marketing in the Telecom Sector: Understanding the Dynamics among Environmental Values, Cause-Brand Fit, and Product Type

Due to heightened ecological awareness and concern in recent years, many businesses have started to employ cause-related marketing (CRM) strategies aiming at communicating sustainability-based value to their potential targets. Building on the growing body of research on cause-brand fit and product t...

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Bibliographic Details
Main Authors: Tsungjen Shih, Shaojung Sharon Wang
Format: Article
Language:English
Published: MDPI AG 2021-05-01
Series:Sustainability
Subjects:
cause-brand fit
cause-related marketing
environmental values
product type
sustainability
telecommunications industry
Online Access:https://www.mdpi.com/2071-1050/13/9/5129

Internet

https://www.mdpi.com/2071-1050/13/9/5129

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