The influence of cause-related marketing on millennials' purchase intentions : evidence of CSR from an emerging economy
Year of publication: |
2021
|
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Authors: | Shetty, Swapna J. ; Chaudhuri, Molly ; Shetty, Ankitha |
Published in: |
Gadjah Mada international journal of business. - Yogyakarta, Indonesia : Faculty of Economics and Business, ISSN 1411-1128, ZDB-ID 2947129-1. - Vol. 23.2021, 2, p. 137-154
|
Subject: | cause-related marketing | product-cause congruence | consumer-cause identification | cause participation | purchase intention | Corporate Social Responsibility | Corporate social responsibility | Cause-Related Marketing | Cause-related marketing | Konsumentenverhalten | Consumer behaviour | Schwellenländer | Emerging economies |
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