Corporate citizenship: Challenging the corporate centricity in corporate marketing
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DOI: 10.1016/j.jbusres.2020.12.061
Abstract: Abstract This study explores how corporate citizenship challenges the notion of corporate centricity underpinning the corporate marketing discipline. Theoretically, the argument is developed with reference to the concept of corporate citizenship and cultural branding theories.… read more here.
Keywords: citizenship; corporate citizenship; corporate centricity; corporate marketing ... See more keywords