Creating Successful Cause-brand Alliances: the Role of Cause Involvement, Perceived Brand Motivations, and Cause-brand Alliance Attitude, Beth Myers, Wi‐Suk Kwon, Sandra Forsythe
Beth Myers

Creating Effective Cause-brand Alliances: the Role of Cause-brand Fit, Message Source, and Perceived Motivations, Beth Harben Myers, Wi-Suk Kwon, Sandra Forsythe
Beth Myers

Creating Successful Cause-brand Alliances: the Role of Cause Involvement, Perceived Brand Motivations, and Cause-brand Alliance Attitude, Beth Myers, Wi‐Suk Kwon, Sandra Forsythe
School of Human Ecology Faculty Publications

The Influence of Perceived Cause-brand Fit, Cause Involvement, and Perceived Motivations on Consumer Attitude Toward a Cause-brand Alliance and Intentions to Purchase the Product Associated With the Alliance, Beth Harben Myers, Wi-Suk Kwon, Sandra Forsythe
Beth Myers

Cause-brand Alliances: Less Familiar Brands With Familiar Causes, Beth Harben Myers, Sandra Forsythe
Beth Myers

Creating Effective Cause-brand Alliances: the Role of Message Source, Perceived Motivations, and Cause-brand Fit, Beth Harben Myers, Wi-Suk Kwon, Sandra Forsythe
Beth Myers

Predicting Consumers’ Cause-brand Alliance Attitude and Purchase Intentions: The Influence of Cause Involvement, Message Source, Perceived Motivations, and Cause-brand Fit, Beth Harben Myers, Wi-Suk Kwon, Sandra Forsythe
Beth Myers

Cause-brand Alliance Effectiveness for Unfamiliar Brands Partnered With Familiar Causes, Beth Harben Myers, Sandra Forsythe
Beth Myers