What do managers think about the potential of success of CrM campaigns? : managers’ perspective regarding cause-related marketing

This research emerged with the intent to analyze Cause-related Marketing from the perspective of companies. The main purpose was to collect, gather and to interpret information regarding this subject, trying to achieve a better understanding about what managers think about CrM: analyzing the level o...

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Detalhes bibliográficos
Autor principal: Castanheira, Bruna Monteiro (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2020
Assuntos:
Cause-related Marketing
Managers perspective
Cause
Corporate social responsibility
UTAUT model
Performance expectancy
Effort expectancy
Social influence
Facilitating conditions
Marketing relacionado com causas
Perspetiva de gerentes
Perspetiva de marketers
Causas
Associações
Responsabilidade social corporativa
Modelo UTAUT
Expectativa de desempenho
Expectativa de esforço
Influência social
Condições facilitadoras
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/30438
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/30438

Texto Completo

http://hdl.handle.net/10400.14/30438

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