Optimization and selection of cause marketing mode with the warm glow effect
by Chuanliang Wu, Jiaping Xie, Tingting Zhang
Cause marketing (CM) is an important way of implementing corporate social responsibility (CSR) strategies. While most related studies explore firms’ implementation of CM campaigns, which involve donation of part of their sales revenue to charity for a social cause, we focus on the case of a firm contributing a specific ratio of its sales quantity to implement the CM campaign and divide the CM campaign mix into four modes according to different... Читать дальше...