Artículo
Publicidad conjunta marca-causa: el papel de la implicación del individuo hacia la publicidad en la comprensión y evaluación del mensaje
Brand/cause advertising: The role of the individual's involvement toward the understanding and evaluation of the ad message
a Departamento de Economía y Organización de Empresas, Facultad de Economía y Empresa, Universitat de Barcelona, Diagonal, 690 Torre 2, 3.a planta (despacho 2316), 08034 Barcelona, España
b Departamento de Dirección y Gestión de Empresas, Facultad de CC. EE. y Empresariales, Universidad de Almería, Campus de Excelencia Internacional Agroalimentario ceiA3, Ctra. Sacramento s/n, La Cañada de San Urbano, 04120 Almería, España
c Instituto Superior de Ciências do Trabalho e da Empresa Lisbon University Institute (ISCTE/INDEG), Avd. das Forças Armadas, 1649-026 Lisboa, Portugal
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