Baghi, Ilaria; Rubaltelli, Enrico; Tedecshi, Marcello - Facultatea de Administraţie Publică, Şcoala … - 2010
Cause related marketing is a strategy that aims to communicate a company's striving for corporate social responsibility and to improve brand image. Previous studies showed that psychological factors have a central role in the CRM strategy as they influence the extent of people's emotional...