Increasing Consumers’ Hypermarket Visit Intention through Cause-Related Marketing: A Perspective from the Theory of Planned Behaviour
Purpose – This study intends to discover factors affecting consumers’ intention to participate in cause-related marketing (CRM) and how CRM influences their intention to visit hypermarkets in Malaysia. Design/methodology/approach – Through a self-administered questionnaire and using a mall-intercep...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Fundação Escola de Comércio Álvares Penteado
2019-07-01
|
| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | https://rbgn.fecap.br/RBGN/article/view/4008/pdf |