This paper conducts an integrative review and provides a synthesisation of key themes in
the brand attachment literature. A total of 171 papers were selected and analysed using a …

Nonprofits address some of the world's most pressing problems, and many rely on donations
to fund their essential work. Nonprofit marketers are, therefore, tasked with promoting …

This study investigates cross-cultural differences between Chinese and American
consumers in the relationships of electronic word-of-mouth (eWOM) intentions and …

Purpose The study aims to develop a theoretical model that portrays the antecedents of
emotional attachment in the travel context by combining branding, marketing and …

Cause-related marketing (CRM) has become increasingly popular and widely adopted by
large companies. However, not much attention has been paid to the effect of CRM on small …

Purpose This study aims to identify and examine the effect of brand reputation on brand
advocacy by evaluating the mediating effect of emotional attachment. The study also tests …

In its three decades of development, many constructs of cause-related marketing have been
tested from different perspectives and in varied contexts. However, there has not yet been an …

Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a
company and a nonprofit organization, with the dual objectives of boosting profit for the …

Cause‐related marketing (CRM) is almost ubiquitous as brands of all price points participate
in this marketing strategy in the United States and internationally, as well. The value that …

This study provides an overview of the scholastic literature on cause-related marketing
(CRM) during the period 1988–2016. The purpose of this study was to first identify significant …