A Text Mining-Based Review of Cause-Related Marketing Literature

Cause-related marketing (C-RM) has risen to become a popular strategy to increase business value through profit-motivated giving. Despite the growing number of articles published in the last decade, no comprehensive analysis of the most discussed constructs of cause-related marketing is available. T...

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Veröffentlicht in:	Journal of business ethics 2016-11, Vol.139 (1), p.111-128
Hauptverfasser:	Guerreiro, João, Rita, Paulo, Trigueiros, Duarte
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising campaigns Algorithms Altruism Anniversaries Automation Brands Business and Management Business entities Business Ethics Charities Charity Clustering Consumer goods industries Corporate image Corporate responsibility Corporate social responsibility Corporate sponsorship Data mining Education Ethics Identification Keywords Law Legal documents Literature reviews Management Market strategy Marketing Paper profit Philosophy Purchase intention Quality of Life Research Quantitative analysis Social responsibility Strip mining Studies Trends
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