Balancing consumer self-benefits and altruism in online shopping : examining consumer preferences for customized and personalized cause-related marketing campaigns versus price discounts
by Timo Schreiner
Year of publication: |
2023
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Authors: | Schreiner, Timo |
Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 45.2023, 3, p. 53-74
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Subject: | Cause-related marketing | Customization | Personalization | Marketing effectiveness | Corporate Social Responsibility | Konsumentenverhalten | Consumer behaviour | Cause-Related Marketing | Corporate social responsibility | Beziehungsmarketing | Relationship marketing | Online-Handel | Online retailing | Marketingmanagement | Marketing management | Altruismus | Altruism |
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