Marketing
SOCIAL ENTREPRENEURSHIP: SOLUTIONS FOR MARKET FAILURES
New models and management approaches are being searched in today’s economic world where the borders are removed and people are trying to live with economic crises. Neither governments nor private Read More »
TOWARDS THE DEVELOPMENT OF A CRM SUCCESS INDEX
The field of Cause-Related Marketing has expanded rapidly in recent years and organizations invest a large amount of money in CRM campaigns in order to improve sales performance, and positively Read More »
A VALUE-BASED MANAGEMENT PERSPECTIVE FOR THE GERMAN AUTOMOTIVE INDUSTRY
In recent years, the global automotive industry has generally recorded continual growth. The major market players in this industry are the original equipment manufacturers (OEMs) as well as suppliers Read More »
Peymus O Laôs : The Effect Of Endorser Credibility On Millennial Consumers Purchase Intention
Running an advertisement is already an expensive undertaking for many organizations, not to mention advertisements carrying a well-known celebrity further inflate the costs. Despite the generally Read More »
Author: Jerrhad H. Nadonza, Joseph C. Umali, Haidee Layug-Cortez
Contributor: eb™ Research Team
Perceived Altruism In Cause-related Marketing
The purpose of this paper is to analyze how corporate image may mediate the effects of cause-related marketing on consumer behavior, aiming to expand existing literature in the field of corporate Read More »
Author: Cristela Maia Bairrada, Arnaldo Fernandes de Matos Coelho, Julia Maringoni Lopes
Contributor: eb™ Research Team
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