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Journal Articles

When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic

Saeedeh Rezaee Vessal, Judith Partouche, Insaf Khelladi, Sylvaine Castellano, Mehmet Orhan, Rossella Sorio

International Marketing Review (2023) 40 (5): 1245–1262.

https://doi.org/10.1108/IMR-12-2021-0385

Published: 09 August 2023

View article titled, When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic

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Journal Articles

Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials: A regulatory focus approach

Judith Partouche, Saeedeh Vessal, Insaf Khelladi, Sylvaine Castellano, Georgia Sakka

International Marketing Review (2020) 37 (5): 923–943.

https://doi.org/10.1108/IMR-12-2018-0348

Published: 06 February 2020

View article titled, Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials: A regulatory focus approach

Add to Citation Manager for Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials: A regulatory focus approach