Are we all in this together?": Brand opportunism in covid-19 cause related marketing and the moderating role of consumer skepticism

Authors: J Yang, J Mundel

Published: 2021

Publication: Journal of Promotion Management, 2021 - Taylor & Francis

Research paper: Are we all in this together?": Brand opportunism in covid-19 cause related marketing and the moderating role of consumer skepticism

Institution: Michigan State University

Research Area: Cause-related Marketing, Consumer Skepticism, Consumer Attitude

Discipline: Marketing

Citations: 37

DOI: https://doi.org/10.1080/10496491.2021.1888181