Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust
This article explores how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers’ perceptions of Cause-related Marketing (CrM) and their behavioral intentions toward an online store. Data was collected through an experiment usi...
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| Other Authors: | , , |
| Format: | article |
| Language: | eng |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.14/29999 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/29999 |