Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach
Cause-related marketing (CaRM) has gained popularity as a method of boosting company value through profit-driven giving. Although the concept of CaRM has been widely researched, only a few authors have conducted systematic literature reviews on CaRM. Therefore, we examine the body of literature alre...
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Veröffentlicht in: | International review on public and nonprofit marketing 2024-06, Vol.21 (2), p.479-509 |
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Hauptverfasser: | , , |
Format: | Artikel |
Sprache: | eng |
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