Abstract
ABSTRACT Relationships between business firms and not-for-profit organizations already represent $6.5 to $8.5 billion annually (Deutsch 1997) and are growing. However, there is a dearth of research dealing with the effect on internal stakeholders even though research is needed. This research contributes to the marketing literature as cause-related marketing relationships between firms and not-for-profit organizations, a form of corporate social responsibility, are examined as a recruitment, motivation, and retention tool available to marketing managers. Specifically, we examine the current literature and propose a model to examine the direct effect that a cause-related marketing partner's evaluation exerts on a marketing representative's corporate evaluation and possibly more importantly, the conditions under which this effect is moderated.
Published Version
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