Predicting the cause-related marketing participation intention by examining big-five personality traits and moderating role of subjective happiness
Ritesh Patel, Viral Bhatt, Sujo Thomas, Twinkle Trivedi, Sudhir Pandey
| Year of publication: |
2024
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| Authors: | Patel, Ritesh ; Bhatt, Viral ; Thomas, Sujo ; Trivedi, Twinkle ; Pandey, Sudhir |
| Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 21.2024, 1, p. 199-228
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| Subject: | Big five personality traits | Cause-related marketing | CRM participation intention | SEM-ANN | Subjective happiness | Persönlichkeitspsychologie | Personality psychology | Zufriedenheit | Satisfaction | Cause-Related Marketing | Persönlichkeitsmerkmal | Personality trait | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Deutschland | Germany |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s12208-023-00371-9 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014501199