Cause‐related marketing (CRM) is almost ubiquitous as brands of all price points participate
in this marketing strategy in the United States and internationally, as well. The value that …

The development of trust among the customers of the organization is a key objective and
critical to obtaining a competitive advantage. Therefore, this study was examined to assess …

Purpose The purpose of this research is to investigate the millennial consumers' purchasing
behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity …

For making actual purchase in any category, the literature suggests that brand awareness
plays a vital role. Whereas in existing literature the conceptual properties of brand …

Purpose The recent development in the scholarship of cause-related marketing (CRM)
highlights the growing popularity of this field of research. CRM is one of the forms of …

This study aims to investigate the impact of social media marketing activities (SMMAs) on
purchase intention of skincare products among Indonesian young adults. The secondary …

Facing with keenly competitive environment and vigorous change, sparing no efforts to keep
customers has become the objectives of competition and the rare resources for catering …

Purpose This study aims to examine and validate the role of electronic word of mouth
(eWOM), a mediating factor between the marketing mix elements (product, price, place and …

Despite the widely acknowledged importance of corporate social responsibility (CSR)
communications, our knowledge is limited with regard to various factors affecting consumer …