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 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	Paulis, Maud. (2019). Underdog Narratives and the Perception of For-Profit Charitable Initiatives: the dawn of a new age of capitalism?. In Marketing Management.http://hdl.handle.net/2105/48817

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