THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE

THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE

Cause-Related Marketing (CRM) is one of the most relevant Corporate Social Responsibility (CSR) initiatives nowadays. Its most important characteristic is that corporate donation is conditioned by sales, that is, CRM ultimately depends on consumer behavior. In this paper, we focus on CRM programs a...

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Bibliographic Details
Main Authors: M. Mercedes Galán - Ladero, Clementina Galera - Casquet
Format: Article
Language:English
Published: Faculty of Economics and Business in Osijek 2015-07-01
Series:Ekonomski Vjesnik
Subjects:
retailers
consumer behavior
corporate social responsibility
cause-related marketing
Online Access:http://hrcak.srce.hr/file/207650

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