Vrontis, Demetris; Christofi, Michael; Katsikeas, … - In: International Marketing Review 37 (2020) 5, pp. 977-1012
Purpose: A substantial, albeit scattered, body of research evidence is accumulating in the cause-related marketing (CRM) research stream. Thus, there is a need of a systematic overview of extant literature to map and holistically understand the CRM domain. Design/methodology/approach: To...