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Keywords: Donation size
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Journal Articles
International Journal of Retail & Distribution Management (2016) 44 (6): 607–626.
Published: 13 June 2016
.../methodology/approach – An experiment varying the donation size (large, medium, small) in a cause-related marketing offer run by an office equipment retailer is set up. Hypotheses are tested using bootstrapping regression analyses. Findings – The negative route has the greater effect: scepticism...
