# Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns

> Research article (Journal of Retailing, 2018) · cited 60× · AI/ML

**Wikidata**: [openalex:W2888254902](https://www.wikidata.org/wiki/openalex:W2888254902)  
**Source**: https://4ort.xyz/entity/small-but-sincere-how-firm-size-and-gratitude-determine-the-effectiveness-of-cause-marketing-campaigns