Cause-related marketing in an emerging market: Effect of cause involvement and message framing on purchase intention

Author: Bester Shirley   Jere Mlenga G  

Publisher: Palgrave Macmillan Ltd

ISSN: 1741-2447

Source: The Journal of Database Marketing & Customer Strategy Management, Vol.19, Iss.4, 2012-12, pp. : 286-293

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Abstract