Increasing consumers’ hypermarket visit intention through cause-related marketing: a perspective from the theory of planned behaviour

Increasing consumers’ hypermarket visit intention through cause-related marketing: a perspective from the theory of planned behaviour

Purpose: This study intends to discover factors affecting consumers’ intention to participate in cause-related marketing (CRM) and how CRM influences their intention to visit hypermarkets in Malaysia. Design/methodology/approach: Through a self-administered questionnaire and using a mall-intercept...

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Bibliographic Details
Main Authors: Hong, Kay Tze, Siew, Imm Ng, Raja Yusof, Raja Nerina, Kaliappan, Shivee Ranjanee
Format: Article
Language:English
Published: Fundacao Escola de Comercio Alvares Penteado 2019
Online Access:http://psasir.upm.edu.my/id/eprint/80236/
http://psasir.upm.edu.my/id/eprint/80236/1/Increasing%20consumers%E2%80%99%20hypermarket%20visit%20intention%20through%20cause-related%20marketing%20a%20perspective%20from%20the%20theory%20of%20planned%20behaviour.pdf

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