Towards a greater understanding of consumer cynicism in the context of cause-related marketing
Many studies have acknowledged the importance of cause-related marketing (CRM) (e.g. Steckstor, 2011; Guerreiro et al., 2016) and increasing consumer cynicism about it (e.g. Johansen, 2016). Although the topic of consumer cynicism has attracted increasing attention in contemporary research (Andersen...
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University of Salford
2017
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.736418 |