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Keywords: For-profit religious-affiliated companies (FPRCs)
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (7): 1912–1938.
Published: 28 February 2023
...’ greed perceptions in the context of for-profit religious-affiliated companies (FPRCs) and how they can harmonize religious and commercial missions by using different ad types (direct vs indirect appeal). Design/methodology/approach The authors conducted two experiments: Study 1 was an online...
