Christofi, Michael; Vrontis, Demetris; Leonidou, Erasmia - In: Marketing Intelligence & Planning 32 (2014) 2, pp. 174-189
Purpose – The purpose of this paper is twofold. First, the authors aim to identify all the product- and brand-related factors that promote cause-related marketing (CRM) success. The second part of this research aim is, to undertake a product innovation theory application into the context of...