If a company contributes to a worthy cause without tying that contribution to consumers' buying a brand or other financial or nonfinancial objectives, that company is participating in ______.
a. cause-related marketing
b. buzz creation
c. ambush marketing
d. corporate philanthropy
e. reactive MPR
Question 2
A(n) _____ represents the linkages among brand attributes, the consequences obtained from using the brand, and the personal values that the consequences reinforce.
a. means-end chain
b. ladder
c. mecca
d. interconnect
e. value connect
Contribution
Buying a Telescope
Buying a Telescope
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