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Keywords: Altruism
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Journal Articles
International Journal of Retail & Distribution Management (2016) 44 (6): 607–626.
Published: 13 June 2016
... towards the offer mediates the relationship between donation size and the warm glow. Furthermore, scepticism towards a large donation is higher (lower) for respondents scoring low (high) on altruism and high (low) on familiarity with cause-related marketing. Practical implications – When using cause...
