How permeable to cause-related marketing are millennials?
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DOI: 10.1007/s12208-021-00276-5
Abstract: This study aims to explore millennial consumers’ intention to participate in cause-related marketing (CrM) campaigns. Building upon the previous literature on CrM, the authors outline six determinants of consumers’ intention to purchase products involved with… read more here.
Keywords: marketing; permeable cause; related marketing; cause related ... See more keywords