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 towards products associated with cause-related marketing (CRM) campaigns in the South Asian context. Despite few studies using global measures of TPB in specific contexts to...
