The Influence of Cause-Related Marketing on Millennials’ Purchase Intentions: Evidence of CSR from an Emerging Economy

The Influence of Cause-Related Marketing on Millennials’ Purchase Intentions: Evidence of CSR from an Emerging Economy

Corporate social responsibility (CSR) has been implemented through sponsorships, philanthropy, and cause-related marketing (CRM), amongst which CRM has aroused the interest of many academicians and stakeholders. The study aims to examine the antecedents of cause-related marketing while considering a...

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Bibliographic Details
Main Authors: Swapna J Shetty, Molly Sanjay Chaudhuri, Ankitha Shetty
Format: Article
Language:English
Published: Universitas Gadjah Mada 2021-05-01
Series:Gadjah Mada International Journal of Business
Subjects:
cause-related marketing, product-cause congruence, consumer-cause identification, cause participation, purchase intention
Online Access:https://jurnal.ugm.ac.id/gamaijb/article/view/55069

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