Balancing consumer self-benefits and altruism in online shopping : examining consumer preferences for customized and personalized cause-related marketing campaigns versus price discounts
by Timo Schreiner
| Year of publication: |
2023
|
|---|---|
| Authors: | Schreiner, Timo |
| Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 45.2023, 3, p. 53-74
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| Subject: | Cause-related marketing | Customization | Personalization | Marketing effectiveness | Corporate Social Responsibility | Corporate social responsibility | Konsumentenverhalten | Consumer behaviour | Cause-Related Marketing | Online-Handel | Online retailing | Beziehungsmarketing | Relationship marketing | Altruismus | Altruism | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.15358/0344-1369-2023-3-53 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014340548