CAUSE RELATED MARKETING AND ITS IMPACT ON SALES: MEDIATING BY BRAND LOYALTY AND CUSTOMER PURCHASE INTENTION

被引：0
|
作者：
Hunjra, Ahmed Imran [1 ]
Rauf-I-Azam [2 ]
Humayoun, Asad Afzal [3 ]
机构：
[1] Iqra Univ, Islamabad, Pakistan
[2] Univ Arid Agr, Inst Management Sci, Rawalpindi, Pakistan
[3] Fdn Univ, Islamabad, Pakistan
来源：
ACTUAL PROBLEMS OF ECONOMICS | 2012年 / 131期
关键词：
cause related marketing; brand loyally; consumer purchase intention; companies' sales; CORPORATE; CLAIMS;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Ahmed Imran Hunjra(1), Rauf-I-Azam(2), Mad Afzal Humayoun(3) CAUSE RELATED MARKETING AND ITS IMPACT ON SALES: MEDIATING BY BRAND LOYALTY AND CUSTOMER PURCHASE INTENTION The objective of this study is to test CRM and sales in their direct relation and examine the impact of CRM campaigns on brand loyalty, consumer purchase intention and ultimately on sales. The questionnaire was distributed among students and employees at different universities and organizations. A total of 629 properly filled questionnaires were processed for the analysis. A five-point Likert scale was used to assess the respondents' level of agreement or disagreement. This study concludes that cause related marketing campaigns have positive influence on sales activities of companies. This link is also mediated by brand loyalty and consumer purchase intention that eventually have positive effect on sales.
引用
收藏
页码：468 / 476
页数：9
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