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CAUSE-BRAND ASSOCIATION AND CONSUMER ATTITUDE: A REVIEW

A Cause-brand association (CBA) refers to a marketing strategy of associating a brand with a social cause. Such a CBA can be as a result of Cause-related Marketing (CrM), cause promotion, cause advertising or Corporate Social Responsibility (CSR). This paper makes an attempt to review existing liter... Full description

Journal Title: Indian Journal of Commerce and Management Studies Jan 2018, Vol.9(1), pp.61-71
Main Author: Rohit, Deepa
Other Authors: Panda, Rajesh
Format: Electronic Article Electronic Article
Language: English
Subjects:
ID: ISSN: 22490310 ; E-ISSN: 22295674 ; DOI: 10.18843/ijcms/v9i1/09
Link: http://search.proquest.com/docview/2007417689/?pq-origsite=primo
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title: CAUSE-BRAND ASSOCIATION AND CONSUMER ATTITUDE: A REVIEW
format: Article
creator:
  • Rohit, Deepa
  • Panda, Rajesh
subjects:
  • Market Strategy
  • Corporate Image
  • Consumer Behavior
  • Studies
  • Advertising Campaigns
  • Charities
  • Social Psychology
  • Market Entry
  • Strategic Management
  • Social Responsibility
  • Brand Image
  • Consumer Attitudes
ispartof: Indian Journal of Commerce and Management Studies, Jan 2018, Vol.9(1), pp.61-71
description: A Cause-brand association (CBA) refers to a marketing strategy of associating a brand with a social cause. Such a CBA can be as a result of Cause-related Marketing (CrM), cause promotion, cause advertising or Corporate Social Responsibility (CSR). This paper makes an attempt to review existing literature...
language: eng
source:
identifier: ISSN: 22490310 ; E-ISSN: 22295674 ; DOI: 10.18843/ijcms/v9i1/09
fulltext: fulltext
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  • 2249-0310
  • 22295674
  • 2229-5674
url: Link


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descriptionA Cause-brand association (CBA) refers to a marketing strategy of associating a brand with a social cause. Such a CBA can be as a result of Cause-related Marketing (CrM), cause promotion, cause advertising or Corporate Social Responsibility (CSR). This paper makes an attempt to review existing literature...
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abstractA Cause-brand association (CBA) refers to a marketing strategy of associating a brand with a social cause. Such a CBA can be as a result of Cause-related Marketing (CrM), cause promotion, cause advertising or Corporate Social Responsibility (CSR). This paper makes an attempt to review existing literature...
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doi10.18843/ijcms/v9i1/09
urlhttp://search.proquest.com/docview/2007417689/
date2018-01-01