In recent years, the topic of prosocial consumer behavior has garnered more and more
attention from consumer researchers, resulting in a steady increase in published journal …

Purpose The purpose of the study is to understand the evolution of the state-of-the-art of
corporate social responsibility (CSR) research in the domain of marketing …

Studies have shown that the fit between a sponsoring brand and the sport, art, or charity
sponsored influences outcomes such as brand awareness and image. This research adds …

Drawing on network portfolio literature and resource dependence theory, this study
investigates how a nonprofit's N2B partnership portfolio configurations (ie, size and industry …

This exploratory study attempts to understand the role of nonprofits and their position in
corporate social responsibility (CSR) partnership communication. Employing social network …

Increasingly, nonprofits and corporations publicly communicate about their partnerships.
Guided by Information Integration Theory, this paper examines how information about a …

Both first-person and third-person pronouns are widely used in charitable fundraising
campaigns, but which type of pronouns is more effective in soliciting donations is still to be …

Abstract Business-Nonprofit Partnership (BNP) has been widely regarded as a vital
approach for public value creation and social innovation. At the same time, many studies …

This research draws on signaling theory to investigate the impact of corporate sponsorship
of nonprofits on consumer prosocial behavior. Across two experiments, the authors examine …

Although it is imperative to act collectively for the environment, people are often reluctant to
do so, partly because they perceive the impact of their behavior to be limited. This research …