Repozitorij Univerze v Novi Gorici

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Naslov:A study on cause related marketing: antecedents and consequents in relation to purchase intention of consumers in Delhi, India
Avtorji:Gupta, Rajan (Oseba, ki intervjuva)
Pal, Saibal K. (Avtor)
Datoteke:Gradivo nima datotek. Gradivo je morda fizično dosegljivo v knjižnici fakultete, zalogo lahko preverite v COBISS-u. Povezava se odpre v novem oknu
Jezik:Angleški jezik
Vrsta gradiva:Neznano ()
Tipologija:1.01 - Izvirni znanstveni članek
Organizacija:UNG - Univerza v Novi Gorici
Opis: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.
Ključne besede:cause related marketing, purchase intention, sponsorship, corporate credibility, market orientation, brand loyalty, consumer attitude
Leto izida:2017
Št. strani:str. 132-164
Številčenje:no. 1, Vol. 5A
COBISS_ID:58000387 Povezava se odpre v novem oknu
UDK:004
ISSN pri članku:2320-0502
URN:URN:SI:UNG:REP:AAJS6WCT
Število ogledov:454
Število prenosov:0
Metapodatki:XML RDF-CHPDL DC-XML DC-RDF
Področja:Gradivo ni uvrščeno v področja.
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Skupna ocena:(0 glasov)
Vaša ocena:Ocenjevanje je dovoljeno samo prijavljenim uporabnikom.

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Gradivo je del revije

Naslov:Ansal University business review
Skrajšan naslov:Ansal Univ. bus. rev.
Založnik:Ansal University
ISSN:2320-0502
COBISS.SI-ID:57996291 Novo okno

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