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Keywords: Cause-related marketing
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Journal Articles
International Journal of Bank Marketing (2018) 36 (7): 1329–1346.
Published: 08 August 2018
... is the first to provide empirical evidence regarding the application of volunteerism and perceived consumer effectiveness for financial institutions and their cause-related marketing campaign partners in selecting suitable environmental causes. Lei Huang can be contacted at: lei.huang@fredonia.edu...
