Bigne-Alcaniz, Enrique; Curras-Perez, Rafael; … - Facultatea de Administraţie Publică, Şcoala … - 2010
This research shows the mediating role of Consumer-Company identification in the way CSR and CA associations perceived by consumers in a CrM campaign influence behavioural responses referred to the brand (i.e. purchase intent) and the social cause (i.e. support to Non-Profit Organisation). For...