Predicting CRM purchase intention by examining congruence, shopping orientation and mood moderation : Applying congruence theory with SEM-ANN-NCA method
A.K.S. Suryavanshi, Viral Bhatt, Sujo Thomas, Ritesh Patel, Twinkle Trivedi
| Year of publication: |
2024
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|---|---|
| Authors: | Suryavanshi, A. K. S. ; Bhatt, Viral ; Thomas, Sujo ; Patel, Ritesh ; Trivedi, Twinkle |
| Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 21.2024, 3, p. 565-594
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| Subject: | Brand-consumer congruence | Cause-brand congruence | Cause-consumer congruence | Cause-related marketing | Congruence theory | CRM purchase intention | Mood | SEM-ANN-NCA | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Cause-Related Marketing | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s12208-023-00393-3 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015080798