Which Firms Benefit Most from Cause Related Marketing? How a Firm’s Prior Behavior Affects the Motives Attributed to a Cause-Related Marketing Campaign

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageAmerican English
Title of host publicationNonprofit and Business Sector Collaborations:
Subtitle of host publicationSocial Enterprises, Cause-Related Marketing, Sponsorships, and Other Corporate Nonprofit Dealings
EditorsWalter W. Wymer Jr., Sridhar Samu
PublisherRoutledge
ISBN (Print)9780789019936
StatePublished - 2003

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