Creating Successful Cause-brand Alliances: the Role of Cause Involvement, Perceived Brand Motivations, and Cause-brand Alliance Attitude

Beth Myers, Wi‐Suk Kwon, Sandra Forsythe

Research output: Contribution to journal › Article › peer-review

23 Scopus citations

Disciplines

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title = "Creating Successful Cause-brand Alliances: the Role of Cause Involvement, Perceived Brand Motivations, and Cause-brand Alliance Attitude",

author = "Beth Myers and Wi‐Suk Kwon and Sandra Forsythe",

year = "2012",

month = jul,

day = "20",

doi = "10.1057/bm.2012.34",

language = "American English",

volume = "20",

journal = "Journal of Brand Management",

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publisher = "Palgrave Macmillan Ltd.",

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T1 - Creating Successful Cause-brand Alliances: the Role of Cause Involvement, Perceived Brand Motivations, and Cause-brand Alliance Attitude

AU - Myers, Beth

AU - Kwon, Wi‐Suk

AU - Forsythe, Sandra

PY - 2012/7/20

Y1 - 2012/7/20

UR - https://digitalcommons.georgiasouthern.edu/ecology-facpubs/152

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JF - Journal of Brand Management

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