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. Link to the article
MARC MAZODIER, M.M., CARRILLAT, F., PLEWA, C. and SHERMAN, C. (2020). Can Donations Be Too Little or Too Much? European Journal of Marketing, 55(1), pp. 271-296.