Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention

International Review on Public and Nonprofit Marketing

Volumn 14, Issue 1, 2016, Pages 1-18

  Patel, Jayesh D ^a   Gadhavi, Dharmesh D ^b   Shukla, Yupal S ^a  

^a GANPAT UNIVERSITY   (India)

^b GANPAT UNIVERSITY   (India)

Author keywords

Attitude; Cause involvement; Cause related marketing; Experiment; Purchase intention; Skepticism

Indexed keywords

EID: 84955579112     PISSN: 18651984     EISSN: 18651992     Source Type: Journal    
DOI: 10.1007/s12208-016-0151-1     Document Type: Article

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