Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product
Year of publication: |
2022
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Authors: | Thomas, Sujo ; Jadeja, Ashwin ; Vaghela, Krishnaba ; Shreevastava, Richa |
Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 19.2022, 4, p. 691-708
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Subject: | Attitude toward brand | Cause involvement | Cause-related marketing | Donation magnitude | Firm motive | Pharmacy product | Purchase intention | Konsumentenverhalten | Consumer behaviour | Cause-Related Marketing | Markenimage | Brand image | Markenführung | Brand management | Marketingmanagement | Marketing management |
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