CrM : are managers aware of what this tool means?

The purpose of this study is to decode what managers think about Cause Related Marketing (CrM) campaigns. Through the application of the UTAUT model and data collection through in-depth interviews to managers, it is planned to unveil the level of acceptance and use concerning CrM. The CrM benefits r...

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Bibliographic Details
Main Author: Miranda, Mafalda Gonçalves Martins (author)
Format: masterThesis
Language:eng
Published: 2021
Subjects:
Cause related marketing
Utaut model
Performance expectancy
Social influence
Modelo utaut
Desempenho esperado
Influência social
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10400.14/32066
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/32066

Internet

http://hdl.handle.net/10400.14/32066

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