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...
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Main Authors: | , , , , |
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Format: | text |
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Animo Repository
2020
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Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/2542 https://animorepository.dlsu.edu.ph/context/faculty_research/article/3541/type/native/viewcontent |
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Institution: | De La Salle University |
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