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Keywords: Retail
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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
... in the donation amount did not affect the purchase intention. Regardless of the cause that motivates firms to donate money to philanthropic organisations, Saudi customers do not generally pay attention to the company-cause fit association. Retail corporate reputation, corporate philanthropic involvement...
