Christofi, Michael; Thrassou, Alkis; Chebbi, Hela; … - In: Business Process Management Journal 26 (2019) 5, pp. 1225-1239
Purpose: A substantial body of research evidence has now accumulated in the cause-related marketing (CRM) literature. Yet, research on positive word of mouth (WOM) in the CRM domain is scarce. Based on this, the purpose of this paper is to present a framework that enhances positive WOM...