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
Hauptverfasser: Pandey, Prasant Kumar, Bajpai, Naval, Tiwari, Abhijeet V.
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Sprache:eng
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