Small but sincere : how firm size and gratitude determine the effectiveness of cause marketing campaigns
Eline L.E. De Vries, Lola C. Duque
| Year of publication: |
December 2018
|
|---|---|
| Authors: | Vries, Eline L. E. de ; Duque, Lola C. |
| Published in: |
Journal of retailing. - New York, NY [u.a.] : Elsevier, ISSN 0022-4359, ZDB-ID 410802-4. - Vol. 94.2018, 4, p. 352-363
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| Subject: | Cause Marketing | Gratitude | Sincerity | Firm size | Betriebsgröße | Cause-Related Marketing | Cause-related marketing | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | KMU | SME |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretai.2018.08.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011958210