The study employs partial least squares structural equation modelling (PLS-SEM) to examine cross-sector social partnership success in the context of Spanish business (N=102). Proposing the development of second-order models, the research identifies the role of relational factors that directly and indirectly affect partnership success. The study demonstrates that to increase partnership success it is essential for socially responsible businesses to share the same values with their nonprofit partners, thus contributing to trust and commitment and effectively enhancing relational effects. Employing relational factors for the conceptualisation of partnership success contributes an empirical quantitative process perspective that associates success with value creation processes.

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Many variables can influence consumer's purchase behavior in general, and attitudes towards Cause-Related Marketing (CRM) in particular. In this study, our aim is to analyze the possible relationship between attitudes toward CRM and purchase intention according to the product type involved in a CRM campaign. We analyzed a sample of 456 consumers and performed a correlation analysis. Results show there are significant positive relationships between attitudes toward CRM and purchase intention according to the product type, with particular relevance in utilitarian products.