Corporate social responsibility (CSR) activities have the potential to create stronger
relationships between firms and stakeholders. Although marketing researchers have studied …

Purpose–This paper aims to illustrate how innovation typologies may lead to cause-related
marketing (CRM) success when applied to services. Design/methodology/approach–Hence …

Celebrity endorsement research mainly focuses on celebrity–brand congruency, presented
as a primary condition for the success of these marketing communications. In this view, the …

Purpose The purpose of this paper is to construct a conceptual framework of the effects of
customer engagement on cause-related marketing (CRM), with the goal of providing a solid …

Cause related marketing (CrM) has been increasingly becoming a mainstream of corporate
marketing plans. The purpose of this study is to investigate the effect of CrM on attitudes and …

This paper investigates the effects of brand misconduct on a consumer–brand relationship.
Brand misconduct describes a brand's behavior that disappoints consumers' expectations of …

This paper examines critical success factors for ethics-related corporate communication with
a view to helping companies communicate their ethical stance more effectively. We analyze …

The present study examines potential influences associated with donation framing, product
price, product type, and donation magnitude on cause‐related marketing (CRM) campaigns …

Despite the growth of cause-related marketing (CRM), little is known about how consumers
process cause-focused messages that contain emotional appeals. The present research …

Purpose The aim of the article is to analyze the effect of cause-related marketing on the
attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the …