Cause Attributes In Cause Related Marketing That Influence Consumer's Purchasing Intention: In Malaysia Context

This study examined five cause variables named as cause importance, cause proximity, consumer involvement, the fit between brand and cause, and demographic factors (gender, age, income level and education level) whether or not to influence consumer purchasing intention in Malaysia context. Kajian...

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Bibliographic Details
Main Author: Tan, Gwen Yi Wen
Format: Thesis
Published: 2010
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