Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns
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DOI: 10.1016/j.jretai.2018.08.002
Abstract: Cause-Marketing (CM) has gained momentum in recent years, both in marketing research and practice. However, while CM aims to influence consumers on an emotional or affective level, research into the emotional and affective response to… read more here.
Keywords: research; small sincere; cause; cause marketing ... See more keywords