Armayones Carranza, Laura; Martínez Gámez, Natalia; Pallaruelo Medina, Elisa; Stoicev Stefoglo, Olivia
(2021)
The use of Cause-Related Marketing (CRM) by corporations is on the increase. However, there is a growing concern that the objectives of corporations’ and NGOs’ differ. We argue that this may influence how consumers’ perceive ...