The Impact of Cause Branding on Consumer Reactions to Products: Does Product/Cause 'Fit' Really Matter?

ISSN： 0267-257X

Source： Journal of Marketing Management, Vol.20, Iss.7-8, 2004-08, pp. : 663-681

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

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

By Chang Chun-Tuan Liu Hsiu-Wen

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

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

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

Access to resources Recommend Favorite

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

By Bigné-Alcañiz Enrique Currás-Pérez Rafael Ruiz-Mafé Carla Sanz-Blas Silvia

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

Routledge Ltd

Access to resources Recommend Favorite

Dual nature of cause-brand fit: Influence on corporate social responsibility consumer perception

By Bigné Enrique Currás-Pérez Rafael Aldás-Manzano Joaquín

European Journal of Marketing, Vol. 46, Iss. 3-4, 2012-03 ,pp. : 575-594

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

The company-cause-customer fit decision in cause-related marketing

By Gupta Shruti Pirsch Julie

Journal of Consumer Marketing, Vol. 23, Iss. 6, 2006-10 ,pp. : 314-326

Emerald Group Publishing Ltd

Access to resources Recommend Favorite