CRM purchase intentions and attitude toward the brand : exploring fit, longevity, firm motives, brand attractiveness and moderating role of WOM
Suraj Shah and Maurvi Vasavada, Mahendra Sharma
| Year of publication: |
2024
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| Authors: | Shah, Suraj ; Vasavada, Maurvi ; Sharma, Mahendra |
| Published in: |
International journal of economics and business research : IJEBR. - Genève [u.a.] : Inderscience Enterprises, ISSN 1756-9869, ZDB-ID 2537709-7. - Vol. 28.2024, 2, p. 153-170
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| Subject: | attitude toward brand | brand attractiveness | cause-related marketing | CRM purchase intentions | firm motives | fit | longevity | WOM | word-of-mouth | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Virales Marketing | Viral marketing | Markenimage | Brand image | Markenartikel | Brand | Werbewirkung | Advertising effects | Markenführung | Brand management | Firmenimage | Corporate reputation | Sterblichkeit | Mortality | Cause-Related Marketing | Cause-related marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJEBR.2024.140791 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015063334