Shanbhag, Parthesh R.; Pai, Yogesh P.; Kidiyoor, Gururaj; … - In: Cogent business & management 10 (2023) 2, pp. 1-37
This research develops and validates scales based on the theory of planned behavior (TPB) to measure purchase intention … 1035 respondents in a quantitative study. The results support the TPB theory and show that the scales have strong internal ….001). And therefore, this study strengthens the theory of planned behavior in the context of CRM campaigns, aligning with the …