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Journal Articles

Can the marketing department benefit from socially responsible marketing activities? The role of legitimacy and customers’ interest in social responsibility

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Peren Özturan, Amir Grinstein
Journal: European Journal of Marketing
European Journal of Marketing (2022) 56 (2): 400–441.
https://doi.org/10.1108/EJM-09-2020-0670
Published: 14 December 2021
.... socially responsible marketing activities (SRMA) and whether such activities can benefit the department. Using legitimacy as the underlying theoretical explanation, this paper aims to study two instrumental returns from SRMA at the marketing department level, i.e. marketing department’s performance...
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