Moderating role of cause related marketing campaign between attitude towards products and purchase intention: An experimental analysis
Material type: Mixed materialsPublication details: 2014Description: 35-41Subject(s): NLM classification:- 658.8
Item type | Current library | Call number | Vol info | Status | Date due | Barcode | |
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Periodicals/Magazines | SSCBS Library | 44/3 | Available | P15338 |
Cause related marketing (CrM), being a most common from of promotion, impacts a consumer's choice and is continuously receiving a considerable attention. For any enterprise, cause related marketing builds on marketing and charity to achieve an improvement either in sales volume or image or attitude or purchase intention(PI). Therefore the purpose of this study is to ascertain the impact of cause related marketing campaign on attitude towards product purchase intention relationship.
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