Brand Equity in Cause-related Marketing: How Does It Influence Consumer Decision-making? An Experiment in Cause-related Marketing

Cause-related marketing is a relatively new field that has attracted scholars and practitioners' attention because of its uniqueness. It is a triple win approach that can benefit corporate firms, non-profit organisations and consumers. One of the crucial aspects of CRM is fit that is defined as...

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Bibliographic Details
Main Author: Alzhrany, Asrar (Author)
Other Authors: Giroux, Marilyn (Contributor), Marshall, Roger (Contributor)
Format: Others
Published: Auckland University of Technology, 2019-07-09T02:07:56Z.
Online Access:Get fulltext