因果营销中相似性的双过程模型：分类与主题伙伴关系如何减少怀疑并增加购买意愿

The dual-process model of similarity in cause-related marketing: How taxonomic versus thematic partnerships reduce skepticism and increase purchase willingness

• Monica Mendini 通讯
• Paula C. Peter · 圣地亚哥州立大学
• Michael Gibbert