Development and initial validation of a theory of planned behavior questionnaire: Assessment of purchase intentions towards products associated with CRM campaigns

Development and initial validation of a theory of planned behavior questionnaire: Assessment of purchase intentions towards products associated with CRM campaigns

AbstractThis research develops and validates scales based on the theory of planned behavior (TPB) to measure purchase intention towards products associated with cause-related marketing (CRM) campaigns in the South Asian context. Despite few studies using global measures of TPB in specific contexts t...

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Bibliographic Details
Main Authors: Parthesh R. Shanbhag, Yogesh P. Pai, Gururaj Kidiyoor, Nandan Prabhu
Format: Article
Language:English
Published: Taylor & Francis Group 2023-12-01
Series:Cogent Business & Management
Subjects:
Cause-related marketing
theory of planned behavior
ethical marketing
mindful consumption
scale development
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2023.2229528

Internet

https://www.tandfonline.com/doi/10.1080/23311975.2023.2229528

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