Please use this identifier to cite or link to this item:
https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/7601
Title: | Cause Marketing Alliances |
Authors: | Linda L Nowak |
Issue Date: | 1999 |
Publisher: | American Marketing Association- Winter Educators Conference |
Abstract: | Shimp, Stuart, and Engle ( 1991) noted that associative learning is the mechanism that generates consumer thoughts and feelings towards brands. Grossman ( 1997) established a connection between associative learning concepts and co-branding. Brown and Dacin ( 1997) found that corporate social responsibility associations (e.g., corporate giving and community involvement) influence the overall evaluation of the company, which in tum can affect how consumers evaluate products from the company |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/7601 |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
---|---|---|---|
CAUSE MARKETING ALLIANCES.pdf Restricted Access | 408.6 kB | Adobe PDF | View/Open Request a copy |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.