Model Sikap Konsumen pada Kegiatan Cause Related Marketing
Company support of social cause, called cause related marketing (CRM), has experienced extraordinary growth and has become a common practice for many marketing programs. Using signalling theory, this study empirically tests a formation of attitude toward alliance model, which consists of impact of a...
محفوظ في:
| المؤلفون الرئيسيون: | , |
|---|---|
| التنسيق: | Theses and Dissertations NonPeerReviewed |
| منشور في: |
[Yogyakarta] : Universitas Gadjah Mada
2012
|
| الموضوعات: | |
| الوصول للمادة أونلاين: | https://repository.ugm.ac.id/99342/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55944 |
| الوسوم: |
إضافة وسم
لا توجد وسوم, كن أول من يضع وسما على هذه التسجيلة!
|
| الملخص: | Company support of social cause, called cause related marketing (CRM), has
experienced extraordinary growth and has become a common practice for many
marketing programs. Using signalling theory, this study empirically tests a
formation of attitude toward alliance model, which consists of impact of attitude
toward brand, attitude toward cause, product fit, and brand fit on attitude toward
CRM, and evaluate the impact of attitude toward CRM on purchase intention. 2 x
2 factorial design experiment with the use of experience-product was conducted,
and experimental results indicate many interest findings |
|---|