The double-edge effect of retailers’ cause-related marketing : When scepticism cools the warm-glow effect

Autor:	Aïda Mimouni Chaabane, Béatrice Parguel
Zdroj:	International Journal of Retail & Distribution Management, 2016, Vol. 44, Issue 6, pp. 607-626.
Databáze:	Emerald Insight
Externí odkaz:	http://www.emeraldinsight.com/doi/10.1108/IJRDM-08-2015-0126 Zobrazit plný text záznamu