Browsing by Author "Batra, Rajeev"
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All for a good cause: a study of placement of cause marketing advertisements in consumer online decision journey
Pandey, Arpita (Indian Institute of Management Ahmedabad, 2021)This study examines the impacts of placing cause advertisements at different stages of a consumer’s online decision journey. Cause related marketing (CRM) is defined as a commercial activity in which a brand is advertised ...