Choi, Sungwoo; Mattila, Anna S.; Quadri-Felitti, Donna - In: Journal of Services Marketing 33 (2019) 2, pp. 160-167
Purpose: The purpose of this study is to examine the impact of the donation appeals requiring physical effort on consumers’ willingness to donate in the context of corporate social responsibility (CSR) initiatives. Moreover, this paper investigates the moderating role of donation proximity on...