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Keywords: Skepticism
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Journal Articles
International Journal of Emerging Markets (2024) 19 (4): 964–988.
Published: 11 August 2022
...Sujo Thomas; Viral Bhatt; Ritesh Patel Purpose This study examines the influence of consumer skepticism on cause-related marketing (CRM) campaign participation intentions of Generation Z consumers from emerging market perspective. This study was undertaken due to the paucity of relevant literature...
