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Keywords: Ethical continuum
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2020) 37 (5): 863–884.
Published: 09 July 2020
...David Cosgrave; Michele O'Dwyer Purpose This study explores the millennial perceptions of cause-related marketing (CRM) in international markets through the lens of an ethical continuum. Literature gaps exist in our understanding of cause-related marketing, ethics and millennials...
