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- W2620851915 abstract "This study examined consumers’ response to cause-related marketing. Data were drawn, mainly through questionnaire, from 308 lecturers of government-owned universities in South East, Nigeria. Analyzing the data using Pearson correlation coefficient, the study unveiled that there is significant relationship between cause-related marketing and consumers’ perception of a firm, purchase intentions and word-of-mouth. In conclusion, cause-related marketing, as a promotional strategy, can positively influence consumer attitude and purchase behaviour toward a firm. The study, therefore, recommended strategic tips to a successful cause-related marketing campaign. Keywords: Cause-related marketing, Consumer response, Nigerian soft drink industry, University lecturers." @default.
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- W2620851915 date "2017-01-01" @default.
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- W2620851915 title "Cause-Related Marketing and Consumer Response: A Study of Nigerian Soft Drink Industry" @default.
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