2012 | OriginalPaper | Buchkapitel
Discussion of Results and Conclusions
verfasst von : Denise Steckstor
Erschienen in: The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior
Verlag: Gabler Verlag
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This chapter discusses the results of the model validation and outlines the theoretical contributions. Furthermore, the findings are discussed from a marketing managerial perspective, seeking to provide guidance on how to design CM programs under effectiveness considerations. Finally, the limitations associated with this study are discussed and suggestions for future research are provided.