Increasing consumers’ hypermarket visit intention through cause-related marketing: a perspective from the theory of planned behaviour

• Main Authors: Hong, Kay Tze, Siew, Imm Ng, Raja Yusof, Raja Nerina, Kaliappan, Shivee Ranjanee
• Format: Article
• Language: English
• Published: Fundacao Escola de Comercio Alvares Penteado 2019
• Online Access: http://psasir.upm.edu.my/id/eprint/80236/1/Increasing%20consumers%E2%80%99%20hypermarket%20visit%20intention%20through%20cause-related%20marketing%20a%20perspective%20from%20the%20theory%20of%20planned%20behaviour.pdf; http://psasir.upm.edu.my/id/eprint/80236/; https://www.scielo.br/scielo.php?script=sci_arttext&pid=S1806-48922019000300435
• Institution: Universiti Putra Malaysia

Purpose: This study intends to discover factors affecting consumers’ intention to participate in cause-related marketing (CRM) and how CRM influences their intention to visit hypermarkets in Malaysia. Design/methodology/approach: Through a self-administered questionnaire and using a mall-intercept...