Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning

The aim of this study was to investigate how social responsibility marketing campaigns can be effective in branding for young millennials. An empirical model was applied in three specific cases of cause marketing targeting Generation Y. A total sample of 547 young people was obtained, and the data w...

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Detalles Bibliográficos
Autores principales: Jiménez Correa, Erika Alejandra, Palacio-López, Sandra Milena, Sánchez-Torres, Javier A., Gaviria Martínez, Luisa Fernanda, Arrubla Zapata, Juan Pablo, Hernández Fernández, Yuri Lorene, Lopera, Carolina Perlaza
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier 2021
Materias:
Research Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8551541/
https://www.ncbi.nlm.nih.gov/pubmed/34746459
http://dx.doi.org/10.1016/j.heliyon.2021.e08150

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8551541/
https://www.ncbi.nlm.nih.gov/pubmed/34746459
http://dx.doi.org/10.1016/j.heliyon.2021.e08150

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