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...

Purpose: The purpose of this paper is to advance research on the relationship between customer experience and customer loyalty by exploring the serially mediating roles of brand equity and customer satisfaction and the moderating roles of age, gender, education and family income in the retail...