Optimization and selection of cause marketing mode with the warm glow effect

• Chuanliang Wu ,

  Roles Writing – original draft, Writing – review & editing

  * E-mail: chuanliangwu@foxmail.com

  Affiliations College of Business, Shanghai University of Finance and Economics, Shanghai, PR China, College of Economics and Management, Huainan Normal University, Huainan, P. R. China

  https://orcid.org/0000-0002-3578-6264

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• Jiaping Xie,

  Roles Funding acquisition, Methodology, Writing – review & editing

  Affiliation College of Business, Shanghai University of Finance and Economics, Shanghai, PR China

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• Tingting Zhang

  Roles Writing – review & editing

  Affiliation College of Business, Shanghai University of Finance and Economics, Shanghai, PR China

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