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Cause-related marketing, brand loyalty and corporate social responsibility

Santoro, G., Bresciani, S., Bertoldi, B. and Liu, Y. (2019) Cause-related marketing, brand loyalty and corporate social responsibility. International Marketing Review. ISSN 0265-1335

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To link to this item DOI: 10.1108/IMR-11-2018-0310


The 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.

Item Type:Article
Divisions:Henley Business School > Leadership, Organisations and Behaviour
ID Code:90528

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