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Keywords: Cause related marketing (CRM)
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Journal Articles
Journal:
Journal of Asia Business Studies
Journal of Asia Business Studies (2026) 20 (1): 136–156.
Published: 26 November 2025
...Sakhhi Chhabra; Aarti Singh; Divija Maddela Purpose Cause-related marketing ( CRM ) has been a vital strategy for companies trying to balance their corporate objectives with CSR . This study aims to find an answer if consumers buy for the cause or the brand. Design/methodology/approach...
