In accordance with societal norms and values, consumers readily indicate their positive attitudes toward sustainability. However, they hardly take sustainability into account when engaging in exchange relationships with companies. To shed light on this paradox, this paper investigates whether...

Researchers and companies are paying increasing attention to corporate social responsibility (CSR) programs and the reaction to them by consumers. Despite such corporate efforts and an expanding literature exploring consumers’ response to CSR, it remains unclear how consumers perceive CSR and...

Purpose – Corporate social responsibility (CSR) initiatives can provide a mechanism for tapping into the vast consumer markets of developing countries. The purpose of this paper is to investigate how regional headquarters (RHQs) of multinational enterprises (MNEs) in Africa pursue CSR and...

Purpose: This study aims to analyze the ways in which chief executive officers (CEOs) communicate via Twitter and help develop guidelines for effective tweeting strategies that can leverage Twitter in leadership communication. Design/methodology/approach: The authors conduct a large-scale...

Given its unique heritage and diversity, Europe deserves and requires distinct marketing attention. This book offers a non-traditional perspective to European marketing by addressing up-to-date issues and challenges for marketers through short cases and relevant received theory. Specific student...