Optimization and selection of cause marketing mode with the warm glow effect

Cause marketing (CM) is an important way of implementing corporate social responsibility (CSR) strategies. While most related studies explore firms’ implementation of CM campaigns, which involve donation of part of their sales revenue to charity for a social cause, we focus on the case of a firm con...

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Detalles Bibliográficos
Autores principales: Wu, Chuanliang, Xie, Jiaping, Zhang, Tingting
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2022
Materias:
Research Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9371360/
https://www.ncbi.nlm.nih.gov/pubmed/35951603
http://dx.doi.org/10.1371/journal.pone.0272724

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9371360/
https://www.ncbi.nlm.nih.gov/pubmed/35951603
http://dx.doi.org/10.1371/journal.pone.0272724

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