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| Tekijä: | Zdravkovic, S. Magnusson, P. Stanley, S. M. |
| Otsikko: | Dimensions of fit between a brand and a social cause and their influence on attitudes |
| Lehti: | International Journal of Research in Marketing
2010 : JUN, VOL. 27:2, p. 151-160 |
| Asiasana: | marketing brands sponsorship attitudes |
| Vapaa asiasana: | sponsorship fit social cause-marketing multidimensional construct |
| Kieli: | eng |
| Tiivistelmä: | The article explores cause-marketing promotions. It is found that fit btw. social causes and consumer brands can be decomposed into 10 "micro" sub-dimensions or two "macro" sub-dimensions of fit. Fit sub-dimensions are shown to be significantly related to the attitude toward the sponsorship and the brand. The attitude toward sponsorship mediates the relationship btw. fit and attitude toward the brand. |
SCIMA