Co-branding Strategy in Cause-related Advertising: The Fit between Brand and Cause
(2017)
Journal Article
Huertas-García, R., Lengler, J., & Consolación-Segura, C. (2017). Co-branding Strategy in Cause-related Advertising: The Fit between Brand and Cause. Journal of Product and Brand Management, 26(2), 135-150. https://doi.org/10.1108/jpbm-07-2015-0939
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 analyses this relationship from a st... Read More about Co-branding Strategy in Cause-related Advertising: The Fit between Brand and Cause.