Matches in SemOpenAlex for { <https://semopenalex.org/work/W2083358188> ?p ?o ?g. }
Showing items 1 to 91 of
91
with 100 items per page.
- W2083358188 endingPage "531" @default.
- W2083358188 startingPage "509" @default.
- W2083358188 abstract "Partnering charitable causes with brands has become a common practice for many marketing programs; it is referred to strategically as cause-related marketing. Although there is the perception that both partners benefit from the alliance, research has focused primarily on the benefits to the brand. Using Attitude Accessibility, Congruity, and Information Integration Theories, this study empirically tests a model to evaluate the impact of cause–brand alliances on subsequent attitudes toward both partners. The results of the study (n = 463) support the assumption that attitudes toward both the cause and the brand can be enhanced as a consequence of an alliance if perceptions of the alliance are favorable. Furthermore, the cause appears to benefit from the alliance to a greater extent than the brand. The study supports the notions that the fit between partners plays a pivotal role in consumer acceptance of the alliance as plausible and that familiarity with the cause moderates the effectiveness of the alliance. These results represent a necessary step in developing a theoretical model to explain the effects of a cause–brand alliance on both partners. © 2004 Wiley Periodicals, Inc." @default.
- W2083358188 created "2016-06-24" @default.
- W2083358188 creator A5043993835 @default.
- W2083358188 creator A5076332660 @default.
- W2083358188 creator A5084536778 @default.
- W2083358188 date "2004-01-01" @default.
- W2083358188 modified "2023-10-02" @default.
- W2083358188 title "The impact of the alliance on the partners: A look at cause-brand alliances" @default.
- W2083358188 cites W1963805448 @default.
- W2083358188 cites W1968964128 @default.
- W2083358188 cites W1972244180 @default.
- W2083358188 cites W1991218014 @default.
- W2083358188 cites W1997670419 @default.
- W2083358188 cites W1999886039 @default.
- W2083358188 cites W2012900610 @default.
- W2083358188 cites W2018201949 @default.
- W2083358188 cites W2048220963 @default.
- W2083358188 cites W2081833822 @default.
- W2083358188 cites W2081842211 @default.
- W2083358188 cites W2088981131 @default.
- W2083358188 cites W2108860923 @default.
- W2083358188 cites W2119706311 @default.
- W2083358188 cites W2122912498 @default.
- W2083358188 cites W2124784051 @default.
- W2083358188 cites W2152032121 @default.
- W2083358188 cites W2312529905 @default.
- W2083358188 cites W2312988913 @default.
- W2083358188 cites W2324377105 @default.
- W2083358188 cites W3121441690 @default.
- W2083358188 cites W3121995858 @default.
- W2083358188 cites W3123695382 @default.
- W2083358188 cites W4241015672 @default.
- W2083358188 cites W4251947166 @default.
- W2083358188 doi "https://doi.org/10.1002/mar.20017" @default.
- W2083358188 hasPublicationYear "2004" @default.
- W2083358188 type Work @default.
- W2083358188 sameAs 2083358188 @default.
- W2083358188 citedByCount "363" @default.
- W2083358188 countsByYear W20833581882012 @default.
- W2083358188 countsByYear W20833581882013 @default.
- W2083358188 countsByYear W20833581882014 @default.
- W2083358188 countsByYear W20833581882015 @default.
- W2083358188 countsByYear W20833581882016 @default.
- W2083358188 countsByYear W20833581882017 @default.
- W2083358188 countsByYear W20833581882018 @default.
- W2083358188 countsByYear W20833581882019 @default.
- W2083358188 countsByYear W20833581882020 @default.
- W2083358188 countsByYear W20833581882021 @default.
- W2083358188 countsByYear W20833581882022 @default.
- W2083358188 countsByYear W20833581882023 @default.
- W2083358188 crossrefType "journal-article" @default.
- W2083358188 hasAuthorship W2083358188A5043993835 @default.
- W2083358188 hasAuthorship W2083358188A5076332660 @default.
- W2083358188 hasAuthorship W2083358188A5084536778 @default.
- W2083358188 hasConcept C112698675 @default.
- W2083358188 hasConcept C144133560 @default.
- W2083358188 hasConcept C15744967 @default.
- W2083358188 hasConcept C162853370 @default.
- W2083358188 hasConcept C17744445 @default.
- W2083358188 hasConcept C199539241 @default.
- W2083358188 hasConcept C2778431023 @default.
- W2083358188 hasConcept C77805123 @default.
- W2083358188 hasConceptScore W2083358188C112698675 @default.
- W2083358188 hasConceptScore W2083358188C144133560 @default.
- W2083358188 hasConceptScore W2083358188C15744967 @default.
- W2083358188 hasConceptScore W2083358188C162853370 @default.
- W2083358188 hasConceptScore W2083358188C17744445 @default.
- W2083358188 hasConceptScore W2083358188C199539241 @default.
- W2083358188 hasConceptScore W2083358188C2778431023 @default.
- W2083358188 hasConceptScore W2083358188C77805123 @default.
- W2083358188 hasIssue "7" @default.
- W2083358188 hasLocation W20833581881 @default.
- W2083358188 hasOpenAccess W2083358188 @default.
- W2083358188 hasPrimaryLocation W20833581881 @default.
- W2083358188 hasRelatedWork W1538594682 @default.
- W2083358188 hasRelatedWork W1988185375 @default.
- W2083358188 hasRelatedWork W2024145120 @default.
- W2083358188 hasRelatedWork W2081050963 @default.
- W2083358188 hasRelatedWork W2105055167 @default.
- W2083358188 hasRelatedWork W2119961918 @default.
- W2083358188 hasRelatedWork W2364588832 @default.
- W2083358188 hasRelatedWork W2748952813 @default.
- W2083358188 hasRelatedWork W2899084033 @default.
- W2083358188 hasRelatedWork W2946395385 @default.
- W2083358188 hasVolume "21" @default.
- W2083358188 isParatext "false" @default.
- W2083358188 isRetracted "false" @default.
- W2083358188 magId "2083358188" @default.
- W2083358188 workType "article" @default.