The quest for consumer engagement via cause-related marketing : a mixed method study in an emerging economy
Year of publication: |
2020
|
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Authors: | Akansha Singh ; Pathak, Govind Swaroop |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 55.2020, p. 1-12
|
Subject: | Cause-related marketing (CRM) | Consumer engagement (CE) | Emerging economy India | Simultaneous mixed method study | Schwellenländer | Emerging economies | Konsumentenverhalten | Consumer behaviour | Indien | India | Cause-Related Marketing | Cause-related marketing | Beziehungsmarketing | Relationship marketing | Marketingmanagement | Marketing management |
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