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Keywords: Brand-cause fit
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Journal Articles
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2020) 12 (1): 63–78.
Published: 10 February 2020
... positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs...
