The effects of cause and donation size of cause-related marketing program on consumers' intention to buy
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Keywordscause-related marketing; cause of the CRM campaign; donation size in the CRM campaign; consumers’ intention to buy;
- M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
- M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
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