Moderating role of cause related marketing campaign between attitude towards products and purchase intention: An experimental analysis

By:

GADHAVI, DHARMESH D

Contributor(s):

SHUKLA, YUPAL

Material type:

Mixed materialsPublication details: 2014Description: 35-41Subject(s):

MARKETING

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: Cause related marketing (CrM), being a most common from of promotion, impacts a consumer's choice and is continuously receiving a considerable attention. For any enterprise, cause related marketing builds on marketing and charity to achieve an improvement either in sales volume or image or attitude or purchase intention(PI). Therefore the purpose of this study is to ascertain the impact of cause related marketing campaign on attitude towards product purchase intention relationship.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		44/3	Available		P15338

Cause related marketing (CrM), being a most common from of promotion, impacts a consumer's choice and is continuously receiving a considerable attention. For any enterprise, cause related marketing builds on marketing and charity to achieve an improvement either in sales volume or image or attitude or purchase intention(PI). Therefore the purpose of this study is to ascertain the impact of cause related marketing campaign on attitude towards product purchase intention relationship.

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