Guo, Shuojia; Hwang, Seokyoun; Wang, Chenglu - In: Journal of Business & Industrial Marketing 35 (2019) 5, pp. 895-908
Purpose: This paper aims to examine the B2B advertising effect on firm’s market value and whether/how its effectiveness can be enhanced with corporate social responsibility (CSR) strengths. Design/methodology/approach: The authors propose that CSR can be a strategic complement to advertising...