Does the Product Type Influence on Attitudes Toward Cause-Related Marketing
Bibliographic Data
| ID | 13022554 |
|---|---|
| Authors | M Mercedes Galán‐Ladero (0000-0001-6311-4396, Universidad de Extremadura, corresponding author), M Mercedes Galan-Ladero, Clementina Galera Casquet (0000-0001-5113-1885, Universidad de Extremadura), Clementina Galera-Casquet, Víctor Valero Amaro (0000-0002-4433-8818, Universidad de Extremadura), Victor Valero-Amaro, María Jesús Barroso‐Méndez (0000-0003-1435-8284, Universidad de Extremadura), M Jesus Barroso-Mendez |
| Year | 2013 |
| Volume | 6 |
| Issue | 1 |
| Pages | 60-71 |
| Publication date | 2013-05-20 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Economics & Sociology (JOURNAL) |
| Journal identifiers | ISSN: 2071-789X • E-ISSN: 2306-3459 |
| Publisher | Centre of Sociological Research, NGO (PUBLISHER) |
| DOI | 10.14254/2071-789x.2013/6-1/5 |
| OpenAlex | W2053771409 |
| Language | EN |
| Citations received | 1 |
Many variables can influence consumer's purchase behavior in general, and attitudes towards Cause-Related Marketing (CRM) in particular. In this study, our aim is to analyze the possible relationship between attitudes toward CRM and purchase intention according to the product type involved in a CRM campaign. We analyzed a sample of 456 consumers and performed a correlation analysis. Results show there are significant positive relationships between attitudes toward CRM and purchase intention according to the product type, with particular relevance in utilitarian products
Business · Product (mathematics · Product type · Computer Science · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Mathematics · Marketing
| Citations per year | 0.25 |
|---|---|
| Citation span | 2022 - 2022 (1) |
| Highly cited | No |