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Le, Thanh Tiep, Tiwari, Aviral Kumar, Behl, Abhishek
and Pereira, Vijay
(2021)
Role of perceived corporate social responsibility in the nexus of perceived cause-related marketing and repurchase intention in emerging markets.
Management Decision, 60 (10).
pp. 2642-2668.
ISSN 00251747
MDpaperpublishedon27-11-2021.pdf - Published Version
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Abstract
This study aims to evaluate the impact of perceived cause-related marketing (perceived-CRM) on the repurchase intention (CRIN). Besides, brand image (BIMA) and customer satisfaction (CSAT) connect this relationship as mediating variables. Especially, the role of perceived corporate social responsibility (perceived�CSR) contributed to this nexus between perceived-CRM and BIMA, perceived-CRM and CSAT in emerging economies
| Item Type: | Article |
|---|---|
| Keywords: | Cause-Related Marketing | Corporate Social Responsibility | Brand Image | Customer Satisfaction | Repurchase Intention |
| Subjects: | Social Sciences and humanities > Business, Management and Accounting > General Management |
| JGU School/Centre: | Jindal Global Business School |
| Depositing User: | Users 4 not found. |
| Date Deposited: | 04 Feb 2022 10:18 |
| Last Modified: | 22 Feb 2023 05:33 |
| Official URL: | https://doi.org/10.1108/MD-08-2021-1122 |
| URI: | https://pure.jgu.edu.in/id/eprint/1025 |
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