(2005). Cause-related marketing (CRM):branding financial service organizations in Cyprus by aligning CSR with business motivations. Int Rev Public Non profit Mark, 2 (2), 70–86.Ioanna Papasolomou,Marlen Demetriou.Cause-related marketing (CRM): Branding financial service organisations in cyprus ...
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Through a controlled experiment, this study demonstrates that an ad with an embedded cause-related marketing (CRM) message, compared with a similar one without a CRM message, elicits more favorable consumer attitude toward the company. This is so regardless of the level of fit between the sponsor...