Creating Successful Cause-brand Alliances: the Role of Cause Involvement, Perceived Brand Motivations, and Cause-brand Alliance Attitude

Authors

Beth Myers, Georgia Southern UniversityFollow
Wi‐Suk Kwon, Auburn UniversityFollow
Sandra Forsythe, Auburn UniversityFollow

Document Type

Article

Publication Date

7-20-2012

Publication Title

Journal of Brand Management

DOI

10.1057/bm.2012.34

Recommended Citation

Myers, Beth, Wi‐Suk Kwon, Sandra Forsythe. 2012. "Creating Successful Cause-brand Alliances: the Role of Cause Involvement, Perceived Brand Motivations, and Cause-brand Alliance Attitude." Journal of Brand Management, 20 (3): 205-217: Palgrave Macmillan UK with Springer Nature. doi: 10.1057/bm.2012.34
https://digitalcommons.georgiasouthern.edu/ecology-facpubs/152