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Selecting the Right Cause from the Right Category: Does the Role of Product Category Matter in Cause-Brand Alliance? A Case Study of Students in Shanghai Universities

Writer : Ullah، Saad ؛ Lei، Shen ؛ Fahed Qureshi، Shahzadah ؛ Haider، Jahanzaib ؛

Journal:Iranian Journal Of Management Studies»Spring 2017, Volume 10 - Number 2 Ranking الف/ISC (‎19 page(s) - From 365 to 383 )
Keywords:cause-brand alliance Cause category Cause-related marketing Product categoryBrand Alliance Cause Att

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