How Consumers Respond to Corporate Social Responsibility Initiative: Cause Related Marketing vs Philantrophy
Increasing in demand of CSR from various stakeholders has caused company’s CSR motives to be more complex. CSR activities are not only founded on the benevolence of corporate agents but also as part of a corporate strategy formulated in pursuit of stakeholder interest. This study investigate whether...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Indonesia
2016-12-01
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| Series: | Asean Marketing Journal |
| Subjects: | |
| Online Access: | http://journal.ui.ac.id/index.php/amj/article/view/9281 |