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11.
A study on cause related marketing: antecedents and consequents in relation to purchase intention of consumers in Delhi, India
Saibal K. Pal, 2017, original scientific article

Abstract: The study examines the antecedents and consequents of Cause Related Marketing (CRM) and its impact on the purchase intention of consumers directly and indirectly. The aim of the study is to understand the impact of CRM activities on the company and its brand and analyze its influence on the purchase intention of consumers. To fulfill the objectives, descriptive research with sample of 415 consumers has been used. Data is collected with the help of semi-structured questionnaires in Delhi-NCR, India from January-June 2016. To determine sample, convenience sampling is used and analysis is done using statistical techniques such as Correlation, Regression and ANOVA. The finding of the study reveals that sponsorship, market orientation and awareness of events contribute in effective implementation of cause related marketing. Also CRM influences consumer attitude, brand loyalty and corporate reputation. CRM activities were found to have a significant impact on purchase intention of consumers. Also, the findings imply that women related and anti-trafficking issues must be adopted as the central theme for CRM activities to attract more consumers to participate in the campaign. Organizations that intent to increase purchase intention of consumers can do it through Cause Related Marketing campaigns and can understand the antecedents that make CRM a successful activity with the help of this study. The study has paid attention towards conceptualization of CRM and examining the impact of various antecedents and consequences of CRM. Such exhaustive research framework has not been developed and tested by prior studies which novel in current research.
Found in: ključnih besedah
Keywords: cause related marketing, purchase intention, sponsorship, corporate credibility, market orientation, brand loyalty, consumer attitude
Published: 01.04.2021; Views: 961; Downloads: 0
.pdf Fulltext (596,26 KB)

12.
Glocalization strategies of multinational food giants in India
Saibal K. Pal, Rajan Gupta, 2011, original scientific article

Found in: ključnih besedah
Summary of found: ...management strategies, marketing, consumer behaviour, food industry...
Keywords: management strategies, marketing, consumer behaviour, food industry
Published: 02.04.2021; Views: 890; Downloads: 35
URL Fulltext (0,00 KB)
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13.
Vpliv digitalnega marketinga na pospeševanje prodaje v izbranem podjetju
Jovan Sošić, 2021, undergraduate thesis

Abstract: Cilj in namen digitalnega marketinga je povezati ponudbo in povpraševanje. Digitalni marketing se osredotoča na stranko,ter z uporabo različnih oglaševalskih orodij omogoča različne in poceni pristope do potencijalnih strank in tako omogoča prihranek virov in denarja. Stranka lahko brska po ponudbah in idejah iz udobja svojega doma, tržni strokovnjaki pa lahko delajo celo od doma, še posebej, če uporabljajo eno najbolj priljubljenih platform danes, družbene medije. V diplomskem delu smo se osredotočili na uporabo storitve GoogleAds, oglaševalskega orodja za promoviranje poslovnih storitev podjetja Busness Solutons. Preučili smo, kako ustvariti oglaševalsko kampanjo in kaj so najbolj pomembni dejavniki pri pripravi oglaševalske kampanje z Google Ads. Podjetje je na ta način pridobilo večjo prisotnost na spletu in posledično nove stranke.
Found in: ključnih besedah
Summary of found: ...Cilj in namen digitalnega marketinga je povezati ponudbo in povpraševanje. Digitalni marketing...
Keywords: diplomske naloge, digitalni marketing, optimizacija spletnih strani, povečanje prodaje, družbena omrežja, GoogleAds, marketinške strategije, kanali digitalnega marketinga
Published: 24.09.2021; Views: 910; Downloads: 76
URL Fulltext (0,00 KB)
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14.
Establishing a new balance
Vesna Lavtižar, Andreea Oarga-Mulec, 2022, independent professional component part or a chapter in a monograph

Found in: ključnih besedah
Summary of found: ...supply chains, marketing chains, natural disasters, covid-19, globalization...
Keywords: supply chains, marketing chains, natural disasters, covid-19, globalization
Published: 12.07.2022; Views: 155; Downloads: 6
URL Fulltext (0,00 KB)
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