Han, C. Min; Kim, Kyung Ae; Nam, Hyojin - In: Asia Pacific Journal of Marketing and Logistics 32 (2019) 1, pp. 65-85
Purpose: The purpose of this paper is to empirically investigate how corporate philanthropy (CP) can affect consumer perceptions of Japanese multinationals, for which there exists strong animosity in Asia, and how this animosity can be attenuated. Design/methodology/approach: The study first...