Underdog Narratives and the Perception of For-Profit Charitable Initiatives: the dawn of a new age of capitalism?

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Keywords	market fairness, moralized economic judgment, brand humanization, marketing, underdog narrative
Thesis Advisor	Bhattacharjee, Amit, Brodin, A.K.
Persistent URL	hdl.handle.net/2105/48817
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA Style AAA Style APA 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	Paulis, Maud. (2019, July 30). Underdog Narratives and the Perception of For-Profit Charitable Initiatives: the dawn of a new age of capitalism?. Marketing Management. Retrieved from http://hdl.handle.net/2105/48817

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