Martín-Santana, Josefa D.; Cabrera-Suárez, María Katiuska - In: Journal of Social Marketing 10 (2020) 4, pp. 397-425
Purpose: This study aims to evaluate whether cultural market orientation (MO) of blood transfusion centres and services (BTCS) results in behaviours aimed at offering a suitable service-experience to blood donors and if the relationship between cultural and behavioural MO is partially mediated...