Photo from wikipedia
Abstract A research model is built based on an investigation of the relationship between the trust propensity of consumers, CRM purchase intentions, and feeling good about helping a cause, with… Click to show full abstract
Abstract A research model is built based on an investigation of the relationship between the trust propensity of consumers, CRM purchase intentions, and feeling good about helping a cause, with consideration of the moderating role of gender and culture. The results illustrate the impact of trust propensity on different consumer groups. The interaction of culture and gender is shown to play a significant joint moderating role in affecting the impact of “warm glow feeling” on CRM purchase intentions. Practical and research implications are discussed.
Journal Title: Journal of International Consumer Marketing
Year Published: 2019
Link to full text (if available)
Share on Social Media: Sign Up to like & get
recommendations!