Xue, Melanie, Singh, Jaywant and Farashah, Ali Dehghanpur (2017) ‘Rising by sin’: consumer evaluation of social cause-brand alliances in stigmatised and non-stigmatised industries. In: American Marketing Association (AMA) 2017 Winter Conference: Better Marketing for a Better World; 17-19 Feb 2017, Orlando, Florida, U.S..

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