Journal articles

Can Donations Be Too Little or Too Much?

Year
2020
Authors
MARC MAZODIER Marc MAZODIER, CARRILLAT François, PLEWA Carolin, SHERMAN Claire
Abstract
By examining charitable giving at the micro-level, this research provides practical advice to companies on how to determine, ahead of time, how much to donate and what exactly to communicate in which economic situation.
MARC MAZODIER, M.M., CARRILLAT, F., PLEWA, C. et SHERMAN, C. (2020). Can Donations Be Too Little or Too Much? European Journal of Marketing, 55(1), pp. 271-296.