How much to give? - The effect of donation size on tactical and strategic success in cause-related marketing

International Journal of Research in Marketing

Volumn 31, Issue 2, 2014, Pages 178-191

  Müller, Sarah S ^a   Fries, Anne J ^a   Gedenk, Karen ^a  

^a UNIVERSITY OF HAMBURG   (Germany)

Author keywords

Cause related marketing; Choice experiment; Donation framing; Donation size; Promotion

Indexed keywords

EID: 84902075181     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2013.09.005     Document Type: Article

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