Rising by sin : Consumer evaluation of social cause-brand alliances in stigmatized and non-stigmatized industries

Singh, Jaywant and Xue, Melanie and Dehganpour, Farashah (2017) Rising by sin : Consumer evaluation of social cause-brand alliances in stigmatized and non-stigmatized industries. In: Winter Marketing Academic Conference 2017 : Better Marketing for a Better World, Orlando, Florida, USA 17-19 February 2017. AMA Educators Proceedings . American Marketing Association, USA. ISBN 9781510844063