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- W2893066057 abstract "A marketing strategy of associating a brand or a corporate to a social cause can be referred to as cause-brand association (CBA). The study reveals various forms of linking a brand to a cause viz. cause-related marketing (CrM), cause-promotion, cause-brand alliance and corporate social responsibility in marketing, which lead to a strong cause-brand association. A strategy of CBA has a positive impact on various corporate objectives viz. forming a positive attitude towards the brand, enhancing corporate image and increasing sales. However, the success of the association is determined by various antecedents and moderating variables. Thus, the purpose of the study is to examine the important variables that influence CBA. This study is based on literature review. The findings propose five attributes of CBA viz. cause-brand fit, consumer characteristics, campaign characteristics, consumer responses and consumer attribution of corporate motives. The study provides a snippet of the present literature on CBA, which would be useful for future researchers to organise their knowledge in this context." @default.
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- W2893066057 date "2018-01-01" @default.
- W2893066057 modified "2023-09-25" @default.
- W2893066057 title "Cause-Brand Association: A Review" @default.
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