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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| Format: | Others |
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Auckland University of Technology,
2019-07-09T02:07:56Z.
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| Online Access: | Get fulltext |