Segmenting the consumers of cause-related marketing on psychographic attributes in emerging economy : the case of India
Deepak Chawla and Shruti Gupta
| Year of publication: |
2021
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|---|---|
| Authors: | Chawla, Deepak ; Gupta, Shruti |
| Published in: |
International journal of Indian culture and business management : IJICBM. - Genève : Inderscience Enterprises, ISSN 1753-0814, ZDB-ID 2439496-8. - Vol. 24.2021, 1, p. 19-42
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| Subject: | cause-related marketing | CRM | purchase intention | K-means clustering | segmentation | India | Indien | Cause-Related Marketing | Cause-related marketing | Konsumentenverhalten | Consumer behaviour | Marktsegmentierung | Market segmentation | Beziehungsmarketing | Relationship marketing | Zielgruppe | Target group | Marketingmanagement | Marketing management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJICBM.2021.117896 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012695820