Consumer evaluation of cause-brand alliance in cause-related advertising: The role of brand familiarity and personal relevance

Research output: Contribution to journal › Article › peer-review

Original language	English (US)
Journal	Business and Management Strategy
Volume	8
Issue number	1
State	Published - 2017

OpenUrl availability

@article{aad9d799edf44951a0757de862ffdef1,

title = "Consumer evaluation of cause-brand alliance in cause-related advertising: The role of brand familiarity and personal relevance",

author = "Jaejin Lee and Hyejoon Rim",

year = "2017",

language = "English (US)",

volume = "8",

journal = "Business and Management Strategy",

issn = "2157-6068",

number = "1",

}