Building a Case for the Unfamiliar Cause in Cause-Related Marketing: The Importance of Cause Vested Interest
Marketing and advertising practitioners are currently matching up a brand with a cause and broadcasting the association to consumers in a practice called cause related marketing (CRM). Scholars are building a stream of academic research which seeks to understand the relationship between a brand and...
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| Format: | Others |
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Scholar Commons
2004
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| Online Access: | https://scholarcommons.usf.edu/etd/1181 https://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=2180&context=etd |