The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator : focused study on nonprofit organizations in India
Year of publication: |
2021
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Authors: | Deb, Madhurima |
Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 18.2021, 3, p. 387-401
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Subject: | Cause-related marketing | Consumer scepticism | Image of nonprofit organizations (NPO) | Religiosity | Behavioural intention | Indien | India | Nonprofit-Organisation | Nonprofit organization | Cause-Related Marketing | Nonprofit-Marketing | Nonprofit marketing | Konsumentenverhalten | Consumer behaviour | Religion |
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