Christofi, Michael; Leonidou, Erasmia; Vrontis, Demetris; … - In: Journal of Services Marketing 29 (2015) 5, pp. 354-366
Purpose – This paper aims to illustrate how innovation typologies may lead to cause-related marketing (CRM) success when applied to services. Design/methodology/approach – Hence, the paper identifies product/service and brand factors that underpin CRM success, undertakes an innovation theory...