Cause marketing effectiveness and the moderating role of price discounts

Michelle Andrews, Xueming Luo, Zheng Fang, Jaakko Aspara

Research output: Contribution to journalArticleScientificpeer-review

77 Citations (Scopus)
Original languageEnglish
Peer-reviewed scientific journalJournal of Marketing
Volume78
Issue number6
Pages (from-to)120-142
Number of pages23
DOIs
Publication statusPublished - 2014
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • KOTA2014
  • Marketing Effectiveness and Profitability

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