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Chair of Marketing & Customer Insight

Chairof Marketing &
Customer Insight

Photo: UHH/Denstorf

New article in the Journal of Marketing Research

15 September 2023, by customer insight

cause-related-marketing

Photo: Ava W. Burton on Unsplash

New article in the Journal of Marketing Research

The paper "Cause-Related Marketing as Sales Promotion" is published in the Journal of Marketing Research. The first major field study of charitable giving in consumer marketing shows that charity is rewarding in more ways than one. In purely economic terms, even traditional sales promotion tools are only marginally more effective.

Link to the article

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