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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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Bibliographic Details
Main Author:	Piara Lal, Sandyah Rihan
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2020
Subjects:	cause related marketing(CRM) millenials' attitude brand loyalty income level
Online Access:	https://eprints.nottingham.ac.uk/60259/

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