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The Effects of Prior Impressions of a Firm's Ethics on the Success of a Cause-Related Marketing Campaign: Do the Good Look Better While the Bad Look Worse?
Strahilevitz, MichalVolume:
11
Language:
english
Journal:
Journal of Nonprofit & Public Sector Marketing
DOI:
10.1300/J054v11n01_06
Date:
February, 2003
File:
PDF, 625 KB
english, 2003