Cause-related marketing, brand loyalty and corporate social responsibilitySantoro, G., Bresciani, S., Bertoldi, B. and Liu, Y. (2019) Cause-related marketing, brand loyalty and corporate social responsibility. International Marketing Review. ISSN 0265-1335 Full text not archived in this repository. It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing. To link to this item DOI: 10.1108/IMR-11-2018-0310 Abstract/SummaryThe purpose of this paper is to investigate consumer’s attitude towards cause-related marketing (CRM). In detail, it aims to assess the relationship between CRM and consumer’s brand loyalty, and whether this relationship is moderated by consumer’s perception of corporate social behaviours. Moreover, the research looks for differences in the above relationship on two samples of consumers born and living in different countries and therefore with different cultural backgrounds.
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