The meaning and uses of cause-related marketing

By Ikiebey Godson   Omovbude Rita   Shogbanmu Segun   Otubanjo Olutayo  

The Marketing Review, Vol. 15, Iss. 3, 2015-0 ,pp. : 383-400

Westburn Publishers Ltd

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The effects of brand-cause fit and campaign duration on consumer perception of cause-related marketing in Japan

By Chéron Emmanuel   Kohlbacher Florian   Kusuma Kaoru  

Journal of Consumer Marketing, Vol. 29, Iss. 5, 2012-07 ,pp. : 357-368

Emerald Group Publishing Ltd

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Goodwill hunting? Influences of product-cause fit, product type, and donation level in cause-related marketing

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Marketing Intelligence & Planning, Vol. 30, Iss. 6, 2012-09 ,pp. : 634-652

Emerald Group Publishing Ltd

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Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit

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Journal of Marketing Communications, Vol. 18, Iss. 4, 2012-09 ,pp. : 265-283

Routledge Ltd

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Toward effective use of cause-related marketing alliances

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Journal of Product and Brand Management, Vol. 9, Iss. 7, 2000-12 ,pp. : 472-484

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