Abstract Cause-Related Marketing (CRM) is one of the most versatile activities among Corporate Social Responsibility (CSR) initiatives. Though CRM extensively researched, however, only a few authors have performed systematic literature reviews on CRM. Therefore, more are still needed to complete and bring together contributions, advances, different existing research lines. Thus, this paper prov...

brand creates value for both customer and organization, but the main source of this value, is located in actual and potential customers’ mind. it is obvious that mentality creation cannot be controlled directly. this article aimed to illustrate the importance of branding in banks of iran and demonstrate the relation between images created from marketing activities and customers’ mentality, rela...

Abstract We conducted a natural field experiment at local toy store in Anchorage, Alaska to estimate the effect on consumer behavior when firm’s charitable donation is conditional total dollar amount of individual transaction. Results suggest that offer resulted modest increase both share transactions exceeding minimum needed qualify for and sales revenue.