Corporate societal marketing: Beyond traditional benevolent philanthropy
The author examines consumer perceptions as a function of a company’s corporate societal marketing (CSM) efforts, the consumer’s knowledge of the firm’s CSM activities and the factors perceived to be driving these initiatives. Employing survey research, the study involves a purposive sample of 150 b...
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Format: | text |
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Animo Repository
2004
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Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/5500 |
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Institution: | De La Salle University |