Appealing to altruism versus egoism in cause-related marketing campaigns: the moderating effect of product-cause fit

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Keywords	altruism, egoism, cause-related marketing, CRM, product-cause fit, corporate social responsibility, charitable giving
Thesis Advisor	Genevsky, Alex, Bhattacharjee, Amit
Persistent URL	hdl.handle.net/2105/40056
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Muntendam, Jacobine. (2017). Appealing to altruism versus egoism in cause-related marketing campaigns: the moderating effect of product-cause fit. In Marketing Management.http://hdl.handle.net/2105/40056

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