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Keywords: Unpopular causes
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2019) 9 (2): 161–179.
Published: 06 June 2019
.... Practical implications Outcomes to the research demonstrate how CAs can induce positive attitudes and behaviour towards an “unpopular cause”. Originality/value The results highlight some of the problems attached to corporate sponsorship of unpopular causes. A relatively recently developed open-ended...
