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A Journey of Cause Related Marketing from 1988 to 2016
Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in thisExpand
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The moderating role of social themes in cause-related marketing advertisements
Cause-related Marketing (CrM) has become a necessity for organizations as a strategy not only to improve sales but also to give back to the society. Past studies have proven that CrM advertisementsExpand
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The influence of audience characteristics on the effectiveness of brand placement memory
Abstract The purpose of this paper is to explore the influence of audience characteristics (who engage with the media content and characters) on brand placement memory. A theoretical framework wasExpand
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