Cause Attributes In Cause Related Marketing That Influence Consumer's Purchasing Intention: In Malaysia Context
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. Kajian...
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| Format: | Thesis |
| Language: | English |
| Published: |
2010
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| Online Access: | http://eprints.usm.my/28827/1/CAUSE_ATTRIBUTES_IN_CAUSE_RELATED_MARKETING_THAT_INFLUENCE_CONSUMERS_PURCHASING_INTENTION_IN_MALAYSIA_CONTEXT.pdf |
| Summary: | 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. Kajian ini telah mengkaji lima
jenis pemboleh ubah iaitu penyebab kepentingan, penyebab kedekatan, penglibatan
pelanggan, kesesuaian jenama dan sebab, serta faktor demografi (jantina, umur, tahap
pendapatan dan tahap pendidikan) atau sekurang-kuranya tidak mempengaruhi niat
pembelian pelanggan di dalam konteks Malaysia. |
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