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Employee participation in cause-related marketing strategies : a study of management perceptions from British consumer service industries

Liu, Gordon; Liston-Heyes, Catherine; Ko, Wai Wai - In: Journal of business ethics : JOBE 92 (2010) 2, pp. 195-210

Persistent link: https://www.econbiz.de/10003959439

An analysis of cause-related marketing implementation strategies through social alliance : partnership conditions and strategic objectives

Liu, Gordon; Ko, Wai Wai - In: Journal of business ethics : JOBE 100 (2011) 2, pp. 253-281

Persistent link: https://www.econbiz.de/10009162102

Impacts of instrumental versus relational centered logic on cause-related marketing decision making

Liu, Gordon - In: Journal of business ethics : JOBE 113 (2013) 2, pp. 243-263

Persistent link: https://www.econbiz.de/10009751643

An integrated model of cause-related marketing strategy development

Liu, Gordon; Ko, Wai Wai - In: AMS review : official publication of the Academy of … 4 (2014) 3/4, pp. 78-95

Persistent link: https://www.econbiz.de/10010467849

Impacts of Instrumental Versus Relational Centered Logic on Cause-Related Marketing Decision Making

Liu, Gordon - In: Journal of Business Ethics 113 (2013) 2, pp. 243-263

The purpose of cause-related marketing is to capitalise on a firm’s social engagement initiatives to achieve a positive return on a firm’s social investment. This article discusses two strategic perspectives of cause-related marketing and their impact on a firm’s decision-making regarding...

Persistent link: https://www.econbiz.de/10010990093

Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions from British Consumer Service Industries

Liu, Gordon; Liston-Heyes, Catherine; Ko, Wai-Wai - In: Journal of Business Ethics 92 (2010) 2, pp. 195-210

Persistent link: https://www.econbiz.de/10008522393

An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives

Liu, Gordon; Ko, Wai-Wai - In: Journal of Business Ethics 100 (2011) 2, pp. 253-281

Persistent link: https://www.econbiz.de/10009150439