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Keywords: Digital cause-related marketing campaigns
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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
... 11 09 2019 06 01 2020 13 01 2020 14 01 2020 Word-of-mouth Purchase intentions Brand-cause fit Digital cause-related marketing campaigns Participation effort Participation intentions Cause-related marketing (CRM) has been defined as: […] the process...
