Model Sikap Konsumen pada Kegiatan Cause Related Marketing

• Main Authors: , Singgih Santoso, SE.,MM., , Prof. Dr. Basu Swastha Dharmmesta, MBA
• 格式: Theses and Dissertations NonPeerReviewed
• 出版: [Yogyakarta] : Universitas Gadjah Mada 2012
• 主題: ETD
• 在線閱讀: 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

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...