Warm glow or extra charge? The ambivalent effect of corporate social responsibility activities on customers' perceived price fairness

© 2016, American Marketing Association. Prior research has firmly established that consumers draw benefits from a firm's engagement in corporate social responsibility (CSR), especially the feeling of a "warm glow." These benefits positively affect several desirable outcomes, such as w...

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Bibliographic Details
Main Authors: Johannes Habel, Laura M. Schons, Sascha Alavi, Jan Wieseke
Format: Default Article
Published: 2016
Subjects:
Online Access:https://hdl.handle.net/2134/33438
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