Factors influencing millenials’ attitude towards cause-related marketing programmes and its impact on brand preference and brand loyalty
The aim of this research is to identify factors that influence attitude of millennials towards Cause-Related Marketing (CRM) programmes and its impact on brand preferences and brand loyalty. The research investigates the antecedents of brand preference and brand loyalty with a mediating role of cons...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2020
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| Online Access: | https://eprints.nottingham.ac.uk/60259/ |