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Journals
Management & Marketing
Volume 15 (2020): Issue 4 (December 2020)
Open Access
Cause-Related Marketing: Do Managers Understand and Use This Tool?
Mafalda M. Miranda
Mafalda M. Miranda
,
Susana Costa e Silva
Susana Costa e Silva
,
Paulo Duarte
Paulo Duarte
and
Daniel Glaser-Segura
Daniel Glaser-Segura
| Dec 31, 2020
Management & Marketing
Volume 15 (2020): Issue 4 (December 2020)
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Published Online:
Dec 31, 2020
Page range:
587 - 604
DOI:
https://doi.org/10.2478/mmcks-2020-0034
Keywords
cause-related Marketing
,
UTAUT model
,
performance expectancy
,
social influence
© 2020 Mafalda M. Miranda et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
Mafalda M. Miranda
Católica Porto Business School – Universidade Católica Portuguesa,
Portugal
Susana Costa e Silva
Católica Porto Business School – Universidade Católica Portuguesa,
Portugal
Paulo Duarte
NECE - Research Centre on Business Sciences, Universidade da Beira Interior,
Portugal
Daniel Glaser-Segura
Texas A&M University – San Antonio,