Liston-Heyes, Catherine; Liu, Gordon - In: European Journal of Marketing 47 (2013) 11/12, pp. 1954-1974
Purpose – Cause-related marketing (CRM) involves firms working in partnership with non-profit organizations (NPOs). While CRM offers a range of potential benefits to NPOs, some managers are reluctant to partake in these ventures. The purpose of this paper is to uncover their concerns and...