Understanding stakeholder responses to corporate citizenship initiatives: Managerial guidelines and research directions

Journal of Public Policy and Marketing

Volumn 29, Issue 1, 2010, Pages 78-88

  Hoeffler, Steve ^a   Bloom, Paul N ^b   Keller, Kevin Lane ^c  

^a VANDERBILT UNIVERSITY   (United States)

^b DUKE UNIVERSITY   (United States)

^c DARTMOUTH COLLEGE   (United States)

Author keywords

Brand; Internal branding; Prescriptive advice; Social marketing; Stakeholder marketing

Indexed keywords

EID: 77953234865     PISSN: 07439156     EISSN: 15477207     Source Type: Journal    
DOI: 10.1509/jppm.29.1.78     Document Type: Article

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