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...

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Main Authors:	, Singgih Santoso, SE.,MM., , Prof. Dr. Basu Swastha Dharmmesta, MBA
Format:	Theses and Dissertations NonPeerReviewed
Published:	[Yogyakarta] : Universitas Gadjah Mada 2012
Subjects:	ETD
Online Access:	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
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id	id-ugm-repo.99342
record_format	dspace
spelling	id-ugm-repo.993422016-03-04T08:48:56Z https://repository.ugm.ac.id/99342/ Model Sikap Konsumen pada Kegiatan Cause Related Marketing , Singgih Santoso, SE.,MM. , Prof. Dr. Basu Swastha Dharmmesta, MBA ETD 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 [Yogyakarta] : Universitas Gadjah Mada 2012 Thesis NonPeerReviewed , Singgih Santoso, SE.,MM. and , Prof. Dr. Basu Swastha Dharmmesta, MBA (2012) Model Sikap Konsumen pada Kegiatan Cause Related Marketing. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55944
institution	Universitas Gadjah Mada
building	UGM Library
country	Indonesia
collection	Repository Civitas UGM
topic	ETD
spellingShingle	ETD , Singgih Santoso, SE.,MM. , Prof. Dr. Basu Swastha Dharmmesta, MBA Model Sikap Konsumen pada Kegiatan Cause Related Marketing
description	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
format	Theses and Dissertations NonPeerReviewed
author	, Singgih Santoso, SE.,MM. , Prof. Dr. Basu Swastha Dharmmesta, MBA
author_facet	, Singgih Santoso, SE.,MM. , Prof. Dr. Basu Swastha Dharmmesta, MBA
author_sort	, Singgih Santoso, SE.,MM.
title	Model Sikap Konsumen pada Kegiatan Cause Related Marketing
title_short	Model Sikap Konsumen pada Kegiatan Cause Related Marketing
title_full	Model Sikap Konsumen pada Kegiatan Cause Related Marketing
title_fullStr	Model Sikap Konsumen pada Kegiatan Cause Related Marketing
title_full_unstemmed	Model Sikap Konsumen pada Kegiatan Cause Related Marketing
title_sort	model sikap konsumen pada kegiatan cause related marketing
publisher	[Yogyakarta] : Universitas Gadjah Mada
publishDate	2012
url	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
_version_	1681230527492784128

Model Sikap Konsumen pada Kegiatan Cause Related Marketing

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