Cause-related marketing to generation Y consumers : does product involvement matter?
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...
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Main Authors: | Tan, Yi Zhi., Chan, Gavin Yong Quan., Priya Subramanian. |
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Other Authors: | Nanyang Business School |
Format: | Final Year Project |
Language: | English |
Published: |
2012
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Subjects: | |
Online Access: | http://hdl.handle.net/10356/48343 |
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Institution: | Nanyang Technological University |
Language: | English |
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