Abstract
The widely used American Customer Satisfaction Index (ACSI) has never been extended to charitable fundraising. Altruistic helping behavior is often accompanied by a warm glow effect (Andreoni, 1990). Marketing cannot do much altruistic traits, but it can help sustaining the warm glow.
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© 2015 Academy of Marketing Science
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Michon, R. (2015). Extending the ACSI to Goodwill: Assessing Donor Satisfaction and Engagement. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_34
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DOI: https://doi.org/10.1007/978-3-319-10912-1_34
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10911-4
Online ISBN: 978-3-319-10912-1
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