Integrating public service and marketing differentiation: an analysis of the American Express Corporation’s “Charge Against Hunger” promotion program
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References listed on IDEAS
- Pracejus, John W. & Olsen, G. Douglas, 2004. "The role of brand/cause fit in the effectiveness of cause-related marketing campaigns," Journal of Business Research, Elsevier, vol. 57(6), pages 635-640, June.
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- Ricardo Server Izquierdo & Jordi Capó Vicedo, 2012. "Corporate social responsibility of financial organizations in the social economy: a case study on savings banks," Service Business, Springer;Pan-Pacific Business Association, pages 99-115.
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KeywordsAmerican Express (AMEX); Cause branding; Cause-related marketing; Corporate philanthropy; Corporate social responsibility; Marketing communications; Promotion management; Public relations; Social marketing; Strategic partnerships;
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