A network perspective on cause-related marketing collaborations in professional sport
Abstract
Although professional sport teams increasingly engage in cause-related marketing (CRM), implementation often remains ad-hoc and superficial. CRM managers fall short of establishing the needed inter-organizational collaborations to attain mutually beneficial outcomes for the organization and society at large. Little is known about the structures and underlying mechanisms behind these CRM collaborations. Network theory and the associated social...
Paper Details
Title
A network perspective on cause-related marketing collaborations in professional sport
Published Date
May 17, 2021
Journal
Volume
25
Issue
1
Pages
81 - 105
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