Purpose A substantial, albeit scattered, body of research evidence is accumulating in the
cause-related marketing (CRM) research stream. Thus, there is a need of a systematic …

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 …

Purpose Cause-related marketing (CRM) is an ever growing marketing strategy developed
by companies that may result in a win-win-win strategy for business, non-profit organizations …

Purpose The purpose of this paper is to investigate consumer's attitude towards cause-
related marketing (CRM). In detail, it aims to assess the relationship between CRM and …

Purpose This study explores the millennial perceptions of cause-related marketing (CRM) in
international markets through the lens of an ethical continuum. Literature gaps exist in our …

Cause-related marketing (CrM) has been a topic of interest to academicians, researchers
and practitioners in disciplines of marketing. The increasing number of publications by …

Cause-related marketing campaign structural elements (CSEs) are individual message
components that are selected for campaigns and have the ability to influence consumer …

Research has shown that men and women respond differently to cause‐related marketing
(CRM) appeals with fictitious brands; however, few studies examine how CRM works for …

Cause-related marketing (CRM) is becoming more and more popular among companies in
emerging markets. Through CRM, companies donate to a charity each time a consumer …

Cause-related marketing is a way for a company in establishing long-term differentiation
from its competitors and adding value to the corporate brand. It is also one of effective …