Browsing 2011 MU theses - Freely available online by Title "Cause exhaustion : how the loss of potency affects brand attitudes and intentions"
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Cause exhaustion : how the loss of potency affects brand attitudes and intentions
(University of Missouri--Columbia, 2011)The purpose of this study was to investigate if there was a significant relationship between a consumer's perceived frequency with which a cause is featured in cause-related marketing and brand-related attitudes and ...