The Effect of Fit and Company’s Motivation on Consumers’ Evaluation of Cause Related Marketing

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The Effect of Fit and Company’s Motivation on Consumers’ Evaluation of Cause Related Marketing

Cause Related Marketing has increasingly became a prevalent and meaningful part of a company’s marketing plan. A successful Cause Related Marketing campaign can create a win-win-win situation for companies, customers and non-profit organisations. It has been found that whether company and cause is...

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Bibliographic Details
Main Author:	CHEN, YUN-PING
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2011
Online Access:	https://eprints.nottingham.ac.uk/25229/

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