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...

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Bibliographic Details

Main Authors:	Hong, Kay Tze, Ng, Siew Imm, Raja Yusof, Raja Nerina, Kaliappan, Shivee Ranjanee
Format:	Article
Language:	en
Published:	Universiti Putra Malaysia 2017
Online Access:	http://psasir.upm.edu.my/id/eprint/61061/1/MARKET.pdf http://psasir.upm.edu.my/id/eprint/61061/ http://www.ijem.upm.edu.my/vol11_no2.htm
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