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1. Cause Related Marketing - The determining factors behind consumers’ intention to participate in different types of Cause Related Marketing campaigns
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Purpose - To extend the understanding of the determining factors behind consumers’ intention to participate in Cause Related Marketing campaigns and how they differ depending on if the campaign is monetary or nonmonetary. Design/methodology/approach - Drawing on Cause Related Marketing literature, 10 hypotheses were tested through regression analysis and ANOVA. READ MORE
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