Construct · 1 fields · 1 citations

cause-brand alliance: a standalone construct

One name. One construct. A landmark on the map.

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Marketing

a partnership between a brand and a nonprofit cause, whose joint evaluation shifts attitudes toward both partners depending on prior attitudes and fit.

In marketing, cause-brand alliance refers to a partnership between a brand and a nonprofit cause, whose joint evaluation shifts attitudes toward both partners depending on prior attitudes and fit. This meaning comes from Lafferty (2004) in Psychology & Marketing.[1]

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Nearby constructs

cause3 fields · 7 citationsjingle · one word, three constructs joint2 fields · 2 citationsjingle · one word, two constructs prior3 fields · 4 citationsjingle · one word, three constructs

References

Lafferty, B. A., Goldsmith, R. E., & Hult, G. T. M. (2004). The impact of the alliance on the partners: A look at cause–brand alliances. Psychology & Marketing, 21(7), 509-531. https://doi.org/10.1002/mar.20017

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