The double-edge effect of retailers' cause-related marketing : when scepticism cools the warm-glow effect
Year of publication: |
2016
|
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Authors: | Mimouni Chaabane, Aïda ; Parguel, Béatrice |
Published in: |
International journal of retail & distribution management. - Bingley : Emerald Group Publishing Limited, ISSN 0959-0552, ZDB-ID 1026884-4. - Vol. 44.2016, 6, p. 607-626
|
Subject: | Altruism | Scepticism | Cause-related marketing | Donation size | Familiarity with cause-related marketing | Warm glow | Cause-Related Marketing | Altruismus | Fundraising | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
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