The effects of donation proximity on attitudes toward caused-related campaign
碩士 === 國立中興大學 === 行銷學系所 === 102 === Cause-related marketing is very important to enhance brand image and increase sales. Based on social identity theory, this study considers the interplay effects of the donation proximity, organization identity and identity congruence on perceived personal role and...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/39783122591200712393 |