Konu "Strategic Cause-Related Marketing" için Uluslararası Ticaret ve İşletmecilik Bölümü Koleksiyonu listeleme
Toplam kayıt 1, listelenen: 1-1
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To Trust or Not to Trust? Consumer Responses to Cause-Related Marketing
(Routledge, 2020)The purpose of this study is to understand if company trustworthiness and the type of cause-related marketing (CRM) campaigns (strategic vs. tactical) affect purchase intention and company image of a yogurt producer, under ...