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Keywords: Brand alliance
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Journal Articles
Joining forces for doing good: getting the international cause-alliance right
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2020) 37 (5): 829–839.
Published: 25 September 2019
...Casey E. Newmeyer; Efua Obeng; John Hulland Purpose Drawing on the brand alliance, cause marketing and corporate social responsibility literatures, the authors introduce the notion of international cause alliances. The authors conceptualize international cause alliances as strategic partnerships...
