Does the Product Type Influence on Attitudes Toward Cause-Related Marketing?
نویسندگان
چکیده
منابع مشابه
Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response
Although previous cause-relatedmarketing literature has examined the role of the nature of the product and the perceived fit between the product and the cause, there is no clear consensus yet regarding the effect of these variables. This study contributes to existing literature by shedding light on the role that these two key factors have on consumer response. A 2 (utilitarian products vs. hedo...
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ژورنال
عنوان ژورنال: Economics & Sociology
سال: 2013
ISSN: 2071-789X,2306-3459
DOI: 10.14254/2071-789x.2013/6-1/5