How much to give? : the effect of donation size on tactical and strategic success in cause-related marketing
Sarah S. Müller; Anne J. Fries; Karen Gedenk
| Year of publication: |
2014
|
|---|---|
| Authors: | Müller, Sarah S. ; Fries, Anne ; Gedenk, Karen |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 31.2014, 2, p. 178-191
|
| Subject: | Cause-related marketing | Donation size | Donation framing | Promotion | Choice experiment | Fundraising | Cause-Related Marketing | Experiment | Konsumentenverhalten | Consumer behaviour | Nonprofit-Marketing | Nonprofit marketing |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010400705