Cause-related marketing to generation Y consumers : does product involvement matter?

• Main Authors: Tan, Yi Zhi., Chan, Gavin Yong Quan., Priya Subramanian.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/48343
• Institution: Nanyang Technological University

This study examined the influence of Cause Affinity and the moderating role of product involvement on CRM Effectiveness to Generation Y (Gen Y) consumers’ as measured by their attitudes and purchase intentions towards hypothetical brands. An online questionnaire, with accompanying designed cause-rel...