Baghi, Ilaria; Antonetti, Paolo - In: European Journal of Marketing 51 (2017) 11/12, pp. 2030-2053
Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more … testing the mediation of guilt and introducing the moderating role of cause-product fit. Design/methodology/approach The … of fit or congruency between the cause and the product. Findings Results suggest that CRM campaigns offer the opportunity …