Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response | European Journal of Management and Business Economics

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Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response

Iguácel Meleroa,

Corresponding author

imelero@unizar.es

Corresponding author.

, Teresa Montanerb

a Department of Business Management, University of Zaragoza, Faculty of Business and Public Management, Plaza de la Constitución, PC: 22001 Huesca, Spain

b Department of Marketing, University of Zaragoza, Faculty of Economy and Business, María de Luna s/n, PC: 50018 Zaragoza, Spain

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Article information

ISSN: 24448451
Original language: English

DOI:10.1016/j.redeen.2016.07.001

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