Guest editorial

[21] Cause-related marketing of products with a negative externality [J]. JOURNAL OF BUSINESS RESEARCH, 2016, 69 (10) : 4321 - 4330

[22] A Text Mining-Based Review of Cause-Related Marketing Literature [J]. JOURNAL OF BUSINESS ETHICS, 2016, 139 (01) : 111 - 128

[23] Corporate social responsibility as a marketing strategy in foreign markets The case of Korean MNCs in the Chinese electronics market [J]. INTERNATIONAL MARKETING REVIEW, 2016, 33 (04) : 530 - 554

[24] He H., 2019, J BUSINESS RES, V95

[25] Building brand equity through corporate societal marketing [J]. JOURNAL OF PUBLIC POLICY & MARKETING, 2002, 21 (01) : 78 - 89

[26] Consumer Participation in Cause-Related Marketing: An Examination of Effort Demands and Defensive Denial [J]. JOURNAL OF BUSINESS ETHICS, 2018, 147 (03) : 679 - 692

[27] Willingness to Pay for Cause-Related Marketing: The Impact of Donation Amount and Moderating Effects [J]. JOURNAL OF MARKETING RESEARCH, 2012, 49 (06) : 910 - 927

[28] Can supporting a cause decrease donations and happiness? The cause marketing paradox [J]. JOURNAL OF CONSUMER PSYCHOLOGY, 2011, 21 (03) : 338 - 345

[29] You decide, we donate: Strengthening consumer-brand relationships through digitally co-created social responsibility [J]. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2016, 33 (01) : 77 - 92

[30] Kumar V., 2017, SPECIAL ISSUE INT BU

[21] Cause-related marketing of products with a negative externality [J]. JOURNAL OF BUSINESS RESEARCH, 2016, 69 (10) : 4321 - 4330

[22] A Text Mining-Based Review of Cause-Related Marketing Literature [J]. JOURNAL OF BUSINESS ETHICS, 2016, 139 (01) : 111 - 128

[23] Corporate social responsibility as a marketing strategy in foreign markets The case of Korean MNCs in the Chinese electronics market [J]. INTERNATIONAL MARKETING REVIEW, 2016, 33 (04) : 530 - 554

[24] He H., 2019, J BUSINESS RES, V95

[25] Building brand equity through corporate societal marketing [J]. JOURNAL OF PUBLIC POLICY & MARKETING, 2002, 21 (01) : 78 - 89

[26] Consumer Participation in Cause-Related Marketing: An Examination of Effort Demands and Defensive Denial [J]. JOURNAL OF BUSINESS ETHICS, 2018, 147 (03) : 679 - 692

[27] Willingness to Pay for Cause-Related Marketing: The Impact of Donation Amount and Moderating Effects [J]. JOURNAL OF MARKETING RESEARCH, 2012, 49 (06) : 910 - 927

[28] Can supporting a cause decrease donations and happiness? The cause marketing paradox [J]. JOURNAL OF CONSUMER PSYCHOLOGY, 2011, 21 (03) : 338 - 345

[29] You decide, we donate: Strengthening consumer-brand relationships through digitally co-created social responsibility [J]. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2016, 33 (01) : 77 - 92

[30] Kumar V., 2017, SPECIAL ISSUE INT BU