Online cause-related marketing : the impact of donation amount and congruence on consumers' response
Cause-related marketing (CRM) is an increasingly popular corporate tactic, used to achieve sales promotion objective while supporting social causes. Originally, it was practised offline, and academic research on CRM has focused on that context (Ha 2008; Segev et al. 2014). However, the online medium...
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Bournemouth University
2017
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.725469 |