The Effects of Cause Importance on Consumers' Thoughts, Feelings and Purchase Intent
The study investigated the influence of social cause importance, within a cause related marketing context, upon consumers’ thoughts, feelings and purchase intent.
||Cause Related Marketing, Cause Importance, Consumer Thoughts, Consumer Feelings, Purchase Intent
The International Journal of Environmental, Cultural, Economic and Social Sustainability, Volume 2, Issue 5, pp.79-84.
Article: Print (Spiral Bound).
Article: Electronic (PDF File; 751.450KB).
Marinda Engelbrecht has extensive knowledge of the marketing trade across the corporate, commercial and retail industries. She has been marketing manager at one of the largest financial institution in South Africa and brand manager at the British Broadcast Corporation in the UK. She also worked as strategic manager at Gitam South Africa, part of the BBDO International Advertising Group where she developed marketing strategies for numerous South African brands.
She received the award for best student in the Masters programme at the University of Pretoria, South Africa. Currently she is a doctoral candidate, delivered papers at national and international conferences and has published in subject related journals.
Dr Flip du Plessis has 18 years experience in commerce and industry. He served as a senior professor in marketing at the Business School of the University of South Africa for 22 years before becoming the Head of Marketing at the University of Pretoria, South Africa. He published 30 articles, delivered 8 papers at international conferences and served as session chairperson. He co-authored six books in marketing and received various awards for research, education innovation, and is a member of the Literati Club of Emerald Press.
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