Peters, Cara; Thomas, Jane; Tolson, Holly - In: International Journal of Retail & Distribution Management 35 (2007) 11, pp. 895-911
Purpose – In recent years, cause‐related marketing (CRM) has made a significant impact on businesses and charitable organizations. However, the study of CRM as a unique retailing format has received limited academic exploration. Central to this study's investigation is not just shopping ®...