Cause Attributes In Cause Related Marketing That Influence Consumer's Purchasing Intention: In Malaysia Context - Tan, Gwen Yi Wen (2010)
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.