Will Cause-Related Marketing Affect the American and Filipino College Students’ Purchase Intention?

• المؤلفون الرئيسيون: Baurista, Reynaldo, Jr., Jeong, Luz Suplico, Pandey, Shweta
• التنسيق: text
• منشور في: Animo Repository 2020
• الموضوعات: Social influence; Religiosity; Cause-Related Marketing; Philippines; U.S.
• الوصول للمادة أونلاين: https://animorepository.dlsu.edu.ph/apssr/vol20/iss4/14; https://animorepository.dlsu.edu.ph/context/apssr/article/1342/viewcontent/RA_2013_revised.pdf

This study aims to examine the attitudes of American and Filipino college students and their intention to join the cause-related marketing (CRM) campaign. There were 200 Filipino and 180 American college students who joined the survey. The respondents were marketing majors. Using the theory of reaso...