Within the international literature there are presented various examples, of good practices in terms of the implication of the companies in the community as well as several negative examples such as the ENRON, NIKE case and others. The most recent negative case in Romania is that of the company...

This theoretical paper develops a conceptual framework that explains how companies can influence consumer behavior in terms of both social and business benefits through their corporate social marketing (CSM) initiatives. Drawing from the source credibility literature, the article asserts that...

The research conducted to study the impact of customers’ perceptions of corporate social marketing (CSM) on the multidimensions of brand equity in the case of dairy products in Vietnam. Research data was collected, through direct interviews, from 780 valid questionnaires responsed by customers...