What Beverage Types Should Charities Partner with in CRM Campaigns? An Empirical Study of Brand-Cause Fit, Attitudes, and Purchase Intentions

Presenter Information

Alexander Rainford, Northern Kentucky UniversityFollow
Bridget Satinover Nichols, Northern Kentucky UniversityFollow

Keywords

brand charity partnerships, cause-related marketing, charity, consumer beverage products, brand-cause fit, corporate social responsibility

Document Type

Proceedings Paper