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Predicting Consumers' Cause-Brand Alliance Attitude and Purchase Intention: The Influence of Cause Involvement, Message Source, Perceived Motivations, and Cause-Brand Fit
Harben, Beth (2009-08-11)
Companies have increasingly been engaging in cause-brand alliances to enhance brand image and increase sales. But, consumers’ reactions to such campaigns can be difficult to predict. The purpose of this study was to create ...