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First published October 2004

Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives

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C.B. Bhattacharya is an Associate Professor of Marketing at the School of Management at Boston University. <[email protected].>
Sankar Sen is an Associate Professor of Marketing at the Zicklin School of Business at Baruch College, CUNY. <[email protected]>

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Article first published: October 2004
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