He, Hongwei; Zhu, Weichun; Gouran, Dennis; Kolo, Olivia - In: European Journal of Marketing 50 (2016) 1/2, pp. 236-259
Purpose – This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and...