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    ‘Too bad to be true’: the effect of guilt appeal intensity in cause-related marketing

    Singh, J. and Crisafulli, Benedetta and Paurav, S. (2017) ‘Too bad to be true’: the effect of guilt appeal intensity in cause-related marketing. In: American Marketing Association (AMA) 2017 Winter Conference: Better Marketing for a Better World, 17 Feb 2017, Orlando, U.S..

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    Metadata

    Item Type: Conference or Workshop Item (Paper)
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Benedetta Crisafulli
    Date Deposited: 11 Oct 2018 12:47
    Last Modified: 27 Jun 2020 06:52
    URI: http://eprints.bbk.ac.uk/id/eprint/24087

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