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Cause-Related Marketing: Do Managers Understand and Use This Tool? Cover

Cause-Related Marketing: Do Managers Understand and Use This Tool?

Management & Marketing
Volume 15 (2020): Issue 4 (December 2020)
By: Mafalda M. Miranda,  Susana Costa e Silva,  Paulo Duarte and  Daniel Glaser-Segura  
Open Access
|Dec 2020

Authors

Mafalda M. Miranda

mafaldamiranda1993@gmail.com

Católica Porto Business School – Universidade Católica Portuguesa, Portugal

Susana Costa e Silva

ssilva@porto.ucp.pt

Católica Porto Business School – Universidade Católica Portuguesa, Portugal

Paulo Duarte

pduarte@ubi.pt

NECE - Research Centre on Business Sciences, Universidade da Beira Interior, Portugal

Daniel Glaser-Segura

Dglaser@tamusa.edu

Texas A&M University – San Antonio
DOI: https://doi.org/10.2478/mmcks-2020-0034 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
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Language: English
Page range: 587 - 604
Published on: Dec 31, 2020
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
Keywords:
cause-related Marketing,
UTAUT model,
performance expectancy,
social influence
Related subjects:
Business and economics,
Business management,
Management, organization, corporate governance,
Marketing, sales, customer relations,
Business development, change management, cooperation,
Entrepreneurship

© 2020 Mafalda M. Miranda, Susana Costa e Silva, Paulo Duarte, Daniel Glaser-Segura, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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