Overcoming consumer skepticism in cause-related marketing : the effects of corporate social responsibility and donation size claim objectivity
Year of publication: |
2009
|
---|---|
Authors: | Kim, Yeo Jung ; Lee, Wei-Na |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 15.2009, 4, p. 465-483
|
Subject: | Cause-Related Marketing | Cause-related marketing | Corporate Social Responsibility | Corporate social responsibility | Fundraising | Konsumentenverhalten | Consumer behaviour |
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