Cause-related marketing online trust and purchase intention : investigating the role of CSR, cause involvement, perceived value and the moderating role of donation magnitude
Year of publication: |
2023
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Authors: | Shah, Suraj ; Vasavada, Maurvi ; Sharma, Mahendra |
Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1033, ZDB-ID 2251608-6. - Vol. 14.2023, 2, p. 139-155
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Subject: | cause-related marketing | CRM | cause involvement | corporate social responsibility | CSR | perceived value | donation magnitude | online trust | online purchase intention | FMCG | Corporate Social Responsibility | Corporate social responsibility | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Beziehungsmarketing | Relationship marketing | Cause-Related Marketing | Cause-related marketing | Online-Handel | Online retailing | Fundraising | Markenimage | Brand image |
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