Liu, Gordon; Wu, Meng-Shan Sharon; Ko, Wai Wai; Chen, … - In: International Marketing Review 37 (2019) 4, pp. 713-734
Purpose: Cause-related marketing (CRM) focuses on the use of marketing tools to publicize a firm’s corporate social responsibility (CSR) activities. Drawing on legitimacy theory, the purpose of this paper is to investigate the impact of CRM-led CSR in international business-to-business (B2B)...