How Consumers Respond to Corporate Social Responsibility Initiative: Cause Related Marketing vs Philantrophy

How Consumers Respond to Corporate Social Responsibility Initiative: Cause Related Marketing vs Philantrophy

Increasing in demand of CSR from various stakeholders has caused company’s CSR motives to be more complex. CSR activities are not only founded on the benevolence of corporate agents but also as part of a corporate strategy formulated in pursuit of stakeholder interest. This study investigate whether...

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Bibliographic Details
Main Authors: Lisia Astari Pertiwi, Tengku Ezni Balqiah
Format: Article
Language:English
Published: Universitas Indonesia 2016-12-01
Series:Asean Marketing Journal
Subjects:
Corporate Social Responsibility
cause-related marketing
philantrophy
motive
trust
satis- faction
satisfaction
customer loyalty
Online Access:http://journal.ui.ac.id/index.php/amj/article/view/9281

Internet

http://journal.ui.ac.id/index.php/amj/article/view/9281

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