Cause attributes in cause related marketing that influence consumer's purchasing intention: in Malaysia context
| dc.contributor.author | Yi Wen, Tan (Gwen | |
| dc.date.accessioned | 2015-05-12T04:52:40Z | |
| dc.date.available | 2015-05-12T04:52:40Z | |
| dc.date.issued | 2010 | |
| dc.description.abstract | In past one decade, corporate social responsibility has becoming an important key message in business agenda; "vith this, companies have discovered a strategic social alliance, particularly in cause-related marketing (CRM) programs to link consumers' engagement to produce transactions with the firm; it is one of the ways that a firm seek for "do well by doing good" at the same time provide several benefits to both firm and non-profit organizations receiving the donations. With the aid of prosocial behavior, 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. 184 responses were collected via online questionnaire as well as the survey conducted in Penang Tesco outlet. The analysis later carried out by using factor analysis, T-test, ANOVA and multiple regression analysis to test on the hypothesis. This research paper should help firms to find out how important the cause attributes could influence on Malaysia consumer purchasing intention; firm could utilize the data to find the best partners for strategic social alliances and maximize the participation. Other than this, this paper should aid marketers to develop an effective CRM campaign to fit with the goals of corporate. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/630 | |
| dc.language.iso | en | en_US |
| dc.title | Cause attributes in cause related marketing that influence consumer's purchasing intention: in Malaysia context | en_US |
| dc.type | Thesis | en_US |
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