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dc.contributor | Universitat Politècnica de Catalunya. Departament d'Organització d'Empreses |
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dc.contributor.author | Huertas García, Ruben |
dc.contributor.author | Lengler, Jorge |
dc.contributor.author | Consolación Segura, Carolina María |
dc.date | 2017 |
dc.identifier.citation | Huertas, R., Lengler, J., Consolacion-Segura, C. Co-branding strategy in cause-related advertising: the fit between brand and cause. "Journal of product and brand management", 2017, vol. 26, núm. 2, p. 135-150. |
dc.identifier.citation | 1061-0421 |
dc.identifier.citation | 10.1108/JPBM-07-2015-0939 |
dc.identifier.uri | http://hdl.handle.net/2117/107825 |
dc.language.iso | eng |
dc.relation | http://www.emeraldinsight.com/doi/full/10.1108/JPBM-07-2015-0939 |
dc.rights | Attribution-NonCommercial-NoDerivs 3.0 Spain |
dc.rights | info:eu-repo/semantics/openAccess |
dc.rights | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
dc.subject | Àrees temàtiques de la UPC::Economia i organització d'empreses |
dc.subject | Advertising |
dc.subject | Social marketing |
dc.subject | Advertising |
dc.subject | Purchase intention |
dc.subject | Cause-related marketing |
dc.subject | Co-branding |
dc.subject | Fit between cause and brand |
dc.subject | Publicitat |
dc.subject | Màrqueting social |
dc.title | Co-branding strategy in cause-related advertising: the fit between brand and cause |
dc.type | info:eu-repo/semantics/submittedVersion |
dc.type | info:eu-repo/semantics/article |
dc.description.abstract |