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  1. 1. Do They Practice What They Preach? : A quantitative study on how Generation Z’s purchase intention is affected by four CRM factors

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Emma Gerhardsson; Ida Bergh; Supakarn Thongpitaks; [2021]
    Nyckelord :Cause-Related Marketing; Generation Z; Communication; Purchase Intention; Cause Involvement; Message; Perceived Cause Fit; Donation Size;

    Sammanfattning : Background: Cause-Related Marketing (CRM) is a popular marketing strategy where companies through this communication contribute to causes and engage their consumers by donating when they purchase a product and an amount of the revenue goes to charities. The concept has been divided into four different factors, being cause involvement, message, perceived cause fit and donation size. LÄS MER