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
44
| LEADER | 01987nam a22002297a 4500 | ||
|---|---|---|---|
| 001 | 1724446 | ||
| 024 | |3 10.21608/JCES.2019.51976 | ||
| 041 | |a eng | ||
| 044 | |b مصر | ||
| 100 | |9 529645 |a Moussa, Toka Farouk Mohamed Ahmed |e Author | ||
| 245 | |a The Effect of Cause Related Marketing on Consumer Purchase Intention | ||
| 260 | |b جامعة قناة السويس - كلية التجارة بالاسماعيلية |c 2019 | ||
| 300 | |a 25 - 49 | ||
| 336 | |a بحوث ومقالات |b Article | ||
| 520 | |b 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. | ||
| 653 | |a التسويق |a سلوك المستهلك |a قرارات الشراء | ||
| 692 | |b Cause Related Marketing (CRM) |b Purchase Intention |b Cause Importance |b Cause Proximity | ||
| 773 | |4 إدارة الأعمال |6 Business |c 061 |e Journal of Commercial & Environmental Studies (JCES) |f Al-Mağallah Al-ʿilmiyyaẗ Lil Dirāsāt Al-Tuğāriyyaẗ wa Al-Buḥūṯ Al-Bī’iyyaẗ |l 003 |m مج10, ع3 |o 0335 |s المجلة العلمية للدراسات التجارية والبيئية |v 010 |x 2090-3782 | ||
| 856 | |u 0335-010-003-061.pdf |n https://jces.journals.ekb.eg/article_51976.html | ||
| 930 | |d y |p y | ||
| 995 | |a EcoLink | ||
| 999 | |c 981696 |d 981696 | ||
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