Identificador persistente para citar o vincular este elemento: http://hdl.handle.net/10662/14640
Títulos: Cause-related marketing: a systematic review of the literature
Autores/as: Bhatti, Hina Yaqub
Galán Ladero, María Mercedes
Galera Casquet, Clementina
Palabras clave: Cause-Related Marketing (CRM);VOSViewer;Bibliometric Analysis;Corporate Social Responsibility (CSR);Systematic Literature Review (SLR);Marketing con Causa (CRM);Análisis Bibliométrico;Responsabilidad Social Corporativa (CSR);Revisión Sistemática de la Literatura (SLR)
Fecha de publicación: 2021
Editor/a: Springer
Resumen: Cause-Related Marketing (CRM) is one of the most versatile activities among the Corporate Social Responsibility (CSR) initiatives. Though CRM is extensively researched, however, only a few authors have performed systematic literature reviews on CRM. Therefore, more systematic reviews of CRM are still needed to complete and bring together the more contributions, advances, and different existing research lines. Thus, this paper provides a comprehensive overview of the existing literature in CRM from the two keywords: “Cause-Related Marketing” and “Cause Marketing”, and the time period ranges from 1988 to 2020. In this study, rigorous protocol is used in synthesizing 344 English articles drawing upon e-journal database searches. These articles were categorized by time-wise development, country-wise development, methodological development, cross-cultural analysis, the role of journals. This study also carried out the Bibliometric Analyses. The review highlights that the concept of CRM has evolved from being considered a marketing mix tool (a promotion tool), to being considered as a CSR initiative, with a more strategic character. Our findings revealed that only a few journals published articles on CRM. Geographically, the CRM study was initiated in North America, followed by Europe and Oceania, and Asian and Sub-Saharan African countries. From the third decade, there was more collaboration in cross-cultural studies and the use of mixed-method (qualitative and quantitative studies) approach. Lastly, this study shows the most manifest research gaps in CRM that opens avenue for future research.
Descripción: Versión en línea del registro antes de la inclusión en un número.
Online versión of record before inclusión in an issue.
URI: http://hdl.handle.net/10662/14640
ISSN: 1865-1984
DOI: 10.1007/s12208-021-00326-y
Colección:DDEYS - Artículos

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