Conceptual Basis and Literature Review
The following sections will define the concept of CM with its twofold nature as a marketing strategy on the one hand and as a philanthropic measure on the other hand providing an overview of its marketing managerial dimensions. Criticism as well as potential risks for the firm and partnering charity organizations will be outlined. Finally, the measurement of CM effectiveness will be discussed.
KeywordsCorporate Social Responsibility Purchase Intention Brand Equity Corporate Philanthropy Brand Attitude
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