An experimental approach to examine the antecedents of attitude, intention, and loyalty towards cause-related marketing: The case of India and the Philippines

• Main Authors: Pandey, Shweta, Chawla, Deepak, Jeong, Luz Suplico, Bautista, Reynaldo, Santos, Joseph Emil
• Format: text
• Published: Animo Repository 2020
• Subjects: Social marketing > Philippines; Social marketing > India; Social marketing—Cross-cultural studies; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/2542; https://animorepository.dlsu.edu.ph/context/faculty_research/article/3541/type/native/viewcontent
• Institution: De La Salle University

Firms utilize cause-related marketing (CRM) strategy to differentiate themselves by demonstrating their corporate responsibility efforts. However, national differences in the level of prior CRM exposure, local–global consumer values and culture can result in heterogeneity in consumer perceptions of...