Prof. Dr. Tammo Bijmolt; Universität Groningen
ted Marketing” Cause-related marketing (CM) ties a brand’s philanthropic engagement to a sales promotion. Due to its dual nature, CM has been shown to evoke both positive (warm glow) and negative (consumer [...] expected effect sizes when executing CM, compare its effectiveness to other CSR activities and price promotions, and provide a systematic agenda for further research. About the person: Tammo H.A. Bijmolt is