Khan, Zaheer; Lew, Yong Kyu; Park, Byung Il - In: International Marketing Review 32 (2015) 5, pp. 463-491
formal and informal institutions affect the legitimacy of MNCs’ CSR marketing practices in the host country of Pakistan. The … MNCs show commitment to CSR programs despite underdeveloped and very weak formal institutions, and that lots of these … norms-based social CSR marketing, i.e. charitable and philanthropic work, civil society-led social media and religious …