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Does cause-related marketing work for negative image sponsor?

Cause related marketing has been widely used by many companies with an expectation that it would improve its sales and public image. However, previous literature has not investigated the effect of cause related marketing when a sponsoring company has built negative image in the society. Thus, this s...

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Bibliographic Details
Main Authors: Jae Chul Kim, Hyungil Harry Kwon, Do Young Pyun
Format: Default Article
Published: 2015
Subjects:
Online Access:https://hdl.handle.net/2134/20885
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