Christofi, Michael; Vrontis, Demetris; Leonidou, Erasmia; … - In: International Marketing Review 37 (2018) 4, pp. 621-650
Purpose: The purpose of this paper is to construct a conceptual framework of the effects of customer engagement on cause-related marketing (CRM), with the goal of providing a solid scientific foundation for the development and stimulation of future research on the critical intersection of these...