Cause-related marketing: it's applicability in hypermarket context
The concept of cause-related marketing (CRM) was not sufficiently studied in the context of hypermarket. The objective of this study is to discover if CRM enhances customers’ patronage behaviour towards a hypermarket and whether the absence of CRM in a hypermarket initiates a switching behaviour amo...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics and Management, Universiti Putra Malaysia
2017
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/58273/1/%282%29Cause%20Related%20Marketing.pdf http://psasir.upm.edu.my/id/eprint/58273/ http://www.ijem.upm.edu.my/vol11_no2/(2)Cause%20Related%20Marketing.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|