Page 54 - 2018
P. 54

and companies.
          Originality/value  –  This  study  offers  interesting  insight  into  the  development  of  cause
          related  marketing  campaigns,  and  explores  the  thirteen  variables  which  makes  whole
          cause related marketing. This study finds the holistic effect of Cause Related Marketing
          on the purchase intention channelized through attitude of the customers.

          Keywords:  Cause  Related  Marketing,  Purchase  Intention,  Attitude,  Consumer  Buying
          behavior


























































                                                                                             35
   49   50   51   52   53   54   55   56   57   58   59