Co-branding strategy in cause-related advertising: the fit between brand and cause
Abstract
Purpose Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions. This paper aims to analyse this relationship from a strategic perspective to assess whether the degree of fit of any of the five strategic dimensions that Zdravkovic et al. (2010) propose influence purchase intentions synergistically....
Paper Details
Title
Co-branding strategy in cause-related advertising: the fit between brand and cause
Published Date
Apr 18, 2017
Volume
26
Issue
2
Pages
135 - 150
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