The Effect of Cause Related Marketing on Consumer Purchase Intention
| المصدر: | المجلة العلمية للدراسات التجارية والبيئية |
|---|---|
| الناشر: | جامعة قناة السويس - كلية التجارة بالاسماعيلية |
| المؤلف الرئيسي: | Moussa, Toka Farouk Mohamed Ahmed (Author) |
| المجلد/العدد: | مج10, ع3 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2019
|
| الصفحات: | 25 - 49 |
| DOI: |
10.21608/JCES.2019.51976 |
| ISSN: |
2090-3782 |
| رقم MD: | 981696 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Cause Related Marketing (CRM) | Purchase Intention | Cause Importance | Cause Proximity
|
| رابط المحتوى: |
عدد مرات التحميل
43
| المستخلص: |
This study main purpose is to investigate the effect of Cause Related Marketing (CRM) campaigns on consumers purchase intention. A two (cause importance: sudden /disaster vs. ongoing) by two (cause proximity: national vs. international) between-subjects experimental design was utilized with 425undergraduate students participated in the study which carried out through online questionnaires. A One-Way ANCOVA was conducted by Using SPSS 22 which revealed that; First, CRM campaigns have a significant positive effect on consumers purchase intention. Second, consumers will have a positively significant higher purchase intention when CRM campaign is related to disaster rather than ongoing cause as well as there is a significant higher purchase intention when CRM campaign is related to national cause rather than international one. |
|---|---|
| ISSN: |
2090-3782 |
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