An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives

Journal of Business Ethics

Volumn 100, Issue 2, 2011, Pages 253-281

  Liu, Gordon ^a   Ko, Wai Wai ^b  

^a BOURNEMOUTH UNIVERSITY   (United Kingdom)

^b UNIVERSITY OF LONDON   (United Kingdom)

Author keywords

cause related marketing; corporate social responsibility; legitimacy; resource based view; resource dependence theory; social alliance

Indexed keywords

EID: 79957632129     PISSN: 01674544     EISSN: 15730697     Source Type: Journal    
DOI: 10.1007/s10551-010-0679-7     Document Type: Article

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