Global ETD Search
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Showing 1 to 1 of 1 for “"Donation-based Promotion"”.
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Doing well by doing good? Exploring how corporate social responsibility initiatives impact consumer behavior
… recently – 1) diversity initiatives and 2) donation-based marketing promotions. Specifically, I theorize and test the idea that 1) conveying high firm diversity to consumers can lead to more favorable responses to innovative products but less favorable responses to conventional products; and …