The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing

Author： Hyllegard Karen Yan Ruoh-Nan Ogle Jennifer Paff Attmann Julianne

Publisher： Routledge Ltd

ISSN： 0267-257X

Source： Journal of Marketing Management, Vol.27, Iss.1-2, 2011-02, pp. : 100-123

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