The effect of strategic and tactical cause-related marketing on consumers' brand loyalty

Author： Brink Douwe van den   Odekerken-Schr÷der Gaby   Pauwels Pieter  

Publisher： Emerald Group Publishing Ltd

ISSN： 0736-3761

Source： Journal of Consumer Marketing, Vol.23, Iss.1, 2006-00, pp. : 15-25

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