Why Do Consumers Donate? The Effects of Donation Location and Situation in Cause-related Marketing Campaigns
碩士 === 國立東華大學 === 國際企業學系 === 99 === Cause-related Marketing (CRM) is a part of corporate social responsibility (CSR). Though CRM campaign has been flourishing, the effectiveness of CRM has been in question in recent years. The study aims to identify factors that may comprise an effective CRM campa...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/39660217220676724858 |