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題 名 | A Study of Consumers' Attitudes toward the Methods Employed by an Enterprise for Charitable Acts: Cause-Related Marketing vs Sponsorship |
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作 者 | Yang, Dong-jenn; Li, Hui-ju; | 書刊名 | Asian Journal of Management and Humanity Sciences |
卷 期 | 2:1-4 2007[民96] |
頁 次 | 頁14-35 |
分類號 | 496.7 |
關鍵詞 | Cause-related marketing; Sponsorship; Activity issues; Enterprise image; Purchase intention; |
語 文 | 英文(English) |