Purpose: Cause-related marketing (CRM) is an ever growing marketing strategy developed by companies that may result in a win-win-win strategy for business, non-profit organizations and society. However, the specific relationship between CRM and consumers purchase intentions (PI) has been...

Purpose: This study aims to investigate whether the absorptive capacity, learning intent of the recipient, the attractiveness of the knowledge source and the relationship quality between the recipient and the source in high-technology sectors in emerging markets influences the nature of the...

Purpose: The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and...