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~subject:"Prospect Theory"
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Consumer mindsets matter : benefit framing and
firm-cause
fit
in the persuasiveness of cause-related marketing campaigns
Yucel-Aybat, Ozge
;
Hsieh, Meng-Hua
- In:
Journal of business research : JBR
129
(
2021
),
pp. 418-427
Persistent link: https://www.econbiz.de/10012509631
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