Cause-related marketing influence on consumer loyalty in a medium-sized city
The purpose of this study is to analyze the e ect of the performance of a cause-related marketing action on consumer loyalty by a company. In addition, the study explores the moderating e ect of the publicizing medium. The proposed theoretical model was tested based on data gathered from a face-to-f...
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| Other Authors: | , |
| Format: | article |
| Language: | eng |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.1/14046 |
| Country: | Portugal |
| Oai: | oai:sapientia.ualg.pt:10400.1/14046 |