Cause-Related Marketing in the Retail and Finance Sectors An Exploratory Study of the Determinants of Cause Selection and Nonprofit Alliances

Catherine Liston-Heyes, Gordon Liu

Research output: Contribution to journalArticlepeer-review

Original languageEnglish
Pages (from-to)77-101
Number of pages25
JournalNonprofit and Voluntary Sector Quarterly
Volume39
Issue number1
DOIs
Publication statusPublished - Feb 2010

Keywords

  • cause-related marketing
  • organizational legitimacy theory
  • nonprofit organizations
  • retail sector
  • financial services sector
  • corporate behavior
  • CORPORATE PHILANTHROPY
  • PERFORMANCE
  • LEGITIMACY
  • COMMUNITY
  • WORK
  • UK

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