Concepedia

Brand Spirit: How Cause‐Related Marketing Builds Brands

Unknown author(s)

Journal of Consumer Marketing · 2000 · 81 citations · 0 references

Concepts

BusinessMarketingMarketing ManagementBrand ManagementStrategic MarketingBrand AssociationsBrand EquityBrand ExperienceBrand IdentityCause MarketingCause-related MarketingBrand-cause CongruenceCause-brand FitCause-linked BrandingCause-related Brand PositioningCause-related Message Framing