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Keywords: Message content
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Journal Articles
How much can Saudi corporations benefit from cause-related marketing? Insights from exploring the charitable incentives of Saudi consumers
Available to Purchase
Journal of Islamic Accounting and Business Research (2022) 13 (7): 1038–1058.
Published: 16 May 2022
...Fadye Al-Fayad Purpose This study aims to explain the impact of donations to a charity, company-cause fitting, corporate reputation, corporate philanthropic involvement and message content on Saudi consumers who purchase products that are promoted using cause-related marketing (CrM) campaigns...
