Optimization and selection of cause marketing mode with the warm glow effect
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DOI: 10.1371/journal.pone.0272724
Abstract: Cause marketing (CM) is an important way of implementing corporate social responsibility (CSR) strategies. While most related studies explore firms’ implementation of CM campaigns, which involve donation of part of their sales revenue to charity… read more here.
Keywords: optimization; degree preference; cause; donation ... See more keywords