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Millennial consumers' responses to cause-related marketing in support of LGBTQ homeless youth
Author(s):Hensley, Cammie; Diddi, Sonali; Hyllegard, Karen
This study explored Millennial consumers' responses to a cause-related marketing (CRM) initiative for a sensitive social cause—lesbian, gay, bisexual, transgender and queer (LGBTQ) homeless youth. Qualitative and quantitative ...