Cause-related marketing: do managers understand and use this tool?

Design - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. P...

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Detalhes bibliográficos
Autor principal: Miranda, Mafalda M. (author)
Outros Autores: Silva, Susana Costa e (author), Duarte, Paulo (author), Glaser-Segura, Daniel (author)
Formato: article
Idioma:eng
Publicado em: 2021
Assuntos:
Cause-related Marketing
UTAUT model
Performance expectancy
Social influence
Texto completo:http://hdl.handle.net/10400.14/31832
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/31832

Texto Completo

http://hdl.handle.net/10400.14/31832

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