Cause Marketing in the scientific literature: a bibliometric and cluster review

Marketing related to a cause (CRM) or cause marketing (CM) is a strategy that seeks to consolidate corporate social responsibility, in such a way that socially responsible management becomes a competitive advantage, through brand positioning. The present work aims to identify the theories developed in relation to CM. For this, the literature review (RL) was carried out, especially the articles published in the main database of the Web of Science...