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The impact of perceptual congruence on the effectiveness of cause‐related marketing campaigns |
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| Authors: | Andrew Kuo Dan Hamilton Rice |
| Institution: | 1. Louisiana State University, E. J. Ourso College of Business, Business Education Complex, Room 2115, Baton Rouge, LA 70803, USA;2. Louisiana State University, E. J. Ourso College of Business, Business Education Complex, Room 2119, Baton Rouge, LA 70803, USATel.: + 1 225 578 8788. |
| Abstract: | |
| Keywords: | Cause‐related marketing Firm‐cause fit Perceptual congruence Corporate social responsibility |