An experimental approach to examine the antecedents of attitude, intention, and loyalty towards cause-related marketing: The case of India and the Philippines
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...
Saved in:
Main Authors: | Pandey, Shweta, Chawla, Deepak, Jeong, Luz Suplico, Bautista, Reynaldo, Santos, Joseph Emil |
---|---|
Format: | text |
Published: |
Animo Repository
2020
|
Subjects: | |
Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/2542 https://animorepository.dlsu.edu.ph/context/faculty_research/article/3541/type/native/viewcontent |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | De La Salle University |
Similar Items
-
Evolving segments of online clothing buyers: An emerging market study
by: Pandey, Shweta, et al.
Published: (2018) -
Will Cause-Related Marketing Affect the American and Filipino College Students’ Purchase Intention?
by: Baurista, Reynaldo, Jr., et al.
Published: (2020) -
Does altruism affect purchase intent of green products? A moderated mediation analysis
by: Bautista, Reynaldo, et al.
Published: (2020) -
Relationship intention and length of customer–firm associations in two emerging markets
by: Mostert, Pierre, et al.
Published: (2018) -
Sustainable Filipinas: A study of how social media can be used as a platform for creating awareness and engaging its audience
by: Arre, Trixie, et al.
Published: (2016)