Human Ecology: Faculty Publications
Creating Successful Cause-brand Alliances: the Role of Cause Involvement, Perceived Brand Motivations, and Cause-brand Alliance Attitude
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
Copyright
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