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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Detalhes bibliográficos
Autor principal: Miranda, Mafalda Gonçalves Martins (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2021
Assuntos:
Cause related marketing
Utaut model
Performance expectancy
Social influence
Modelo utaut
Desempenho esperado
Influência social
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/32066
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/32066

Texto Completo

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

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