KOREASCHOLAR

AUTHENTIC PARTNERSHIPS IN MARKETING: MEASUREMENT AND ROLES IN CSR

T. Bettina Cornwell, Aaron Charlton, Marjorie Taylor
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/298790
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.884-887
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The potential of a scale to measure relationship authenticity in marketing is explored. A measure of this type is argued to be particular valuable when brands have a difficult time in partnering with charitable organizations. An exploratory study and a pilot study suggest that there is potential for development of a full scale.

Keyword
exploratory studyco-brandingsocial media marketingcorporate sponsorshipsponsorship
Author
  • T. Bettina Cornwell(University of Oregon, USA)
  • Aaron Charlton(University of Oregon, USA)
  • Marjorie Taylor(University of Oregon, USA)