Abstract
With the increase in not-for-profit and cause-related marketing activities, researchers have turned their focus to identifying reasons why people might support charitable causes and under what circumstances consumers might be more likely to buy a product partnered with a particular cause (e.g., Barone, Miyazaki, and Taylor, 2000; Cunningham and Cushing, 1993; Lafferty, Goldsmith, and Hult, 2004).
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© 2015 Academy of Marketing Science
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Lafferty, B., Matulich, E., Haytko, D. (2015). Cause-Brand Alliances: Consumers Purchase Cause-Related Products to Feel Good!. In: Spotts, H. (eds) Marketing, Technology and Customer Commitment in the New Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11779-9_22
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DOI: https://doi.org/10.1007/978-3-319-11779-9_22
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