Cause-related marketing: it`s applicability in hypermarket context
The concept of cause-related marketing (CRM) was not sufficiently studied in the context of hypermarket. The objective of this study is to discover if CRM enhances customers’ patronage behaviour towards a hypermarket and whether the absence of CRM in a hypermarket initiates a switching behaviour amo...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Putra Malaysia
2017
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| Online Access: | http://psasir.upm.edu.my/id/eprint/61061/1/MARKET.pdf |