A Matter of Influence| The Partner's Brand Impact on Nonprofits in Cause-Related Marketing
<p> This research examined the impact of the choice of the corporate cause-related marketing partner the nonprofit's brand personality as well as consumers' perceptions of the nonprofit when participating in cause-related marketing campaigns. A field experiment was conducted with 433...
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| Language: | EN |
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Golden Gate University
2018
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| Online Access: | http://pqdtopen.proquest.com/#viewpdf?dispub=10995640 |