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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...
| Autores principales: | , , , , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Elsevier
2021
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| Materias: | |
| 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 |